The time was and America was facing the Great Depression. Herb Bishop created a new carbonated drink based on Citrus Club, a regionally popular noncarbonated soft drink. Bishop and his partner Ed Mehren understood the need for promotion and advertising to compete in the soft drink marketplace. In , they created a likable character and named him "Little Squirt" to personify the brand.
Squirt is a caffeine -free, grapefruit -flavored, carbonated soft drink , created in in Phoenix , Arizona. Squirt was created by Herb Bishop in , after experimenting with a citrus drink known as Citrus Club. The result used less fruit juice and less sugar than some other drinks, and Bishop claimed it had the "freshest, most exciting taste in the marketplace". In , a mascot named "Lil' Squirt" was created for marketing the product. The Squirt brand has changed ownership several times, and is currently property of Keurig Dr Pepper.
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