White Rock started the post war years by expanding its product line to include many flavored soft drinks to meet consumer demand. They became one of the first U.S. beverage companies to offer flavored soft drinks in cans from coast-to-coast. White Rock has never relied on a parent company/franchise bottler distribution approach instead relying on a combination of various types of distributors and strategically located contract packagers.

By the 70’s, White Rock was following up its success with flavored sodas by launching a ready-to-drink tea beverage in 12-ounce cans under the White Rock Tea-Licious label. Soon after, a fruit juice product White Rock’s Punch ‘n Fruity along with Sioux City Sarsaparilla were introduced in 12-ounce cans.

White Rock continued its pioneering efforts by introducing Moussy, an alcohol-free beer which helped to establish the category in this country. White Rock also acquired an aseptic packing facility in New England which enabled it to produce a full-line of juice drinks in both 8.45 and 12- ounce aseptic cartons.

In the mid-80’s, White Rock expanded the Sioux City line by adding several new flavor offerings packaged in 12-ounce amber bottles with embossed western-style graphics. This hugely successful line was followed up with the re-introduction of White Rock all-natural water products in various sizes using selected spring water sources from around the country.

In recent years, White Rock has introduced an 8-ounce line of cans to serve the needs of the healthcare market and bought the rights to Olde Brooklyn, a popular line of carbonated flavored beverages. In 2005, White Rock launched its most innovative beverage yet, White Rock Organics. This refreshing beverage is brewed using natural fruit extracts and organic pure cane sugar.

White Rock is still family-owned and over 130 years old, but its vision is as fresh today as it was in 1871. And it will continue to deliver pure, high quality beverage products to meet the varied tastes of today’s consumer.