When a product reformulation goes bust

When I was 10 years old, my mom brought home a box of Life™, a new brand of cereal produced by Quaker Oats. I fell in love with it at once; it was sweet but not too sweet, crunchy but not too crunchy, with a little hint of softness to it, and it had a unique flavor that I found completely appealing.

Life is still out there, even though it has been reformulated a few times. But the worst change came in 1997 when Quaker introduced a “new, improved” Life, and then the world collapsed around their ears. I, like many other aficionados, wrote to Quaker screaming, “You’ve ruined my life!” It was completely different, nothing like the original, and it failed so spectacularly that the company went back to the original formulation and sent out an apology letter to those who had complained. Since then, except for the introduction or trial of a few additional flavors, their product has remained pretty much the same. But I wish I could have the original formula back.

Now we come to Tums™. I’ve suffered heartburn for a long, long time and always had to have a supply of something or other around to put out the fire (this was in the days before the beta-blockers and PPI’s.) Originally I used Rolaids (which absorbs 47 times its weight in excess stomach acid!) but always found it a bit too chalky for my taste, ultimately switching to Tums as an alternative.

I carry around this little jawn on my keyring that would hold 5 or 6 Tums of the 750mg variety, and was partial to the assorted berries flavor. I would buy them at WalMart, but for the last year or so they stopped selling these in favor of the 1000mg strength, which didn’t fit my keyring doodad.

So I was delighted to find a bunch of the 750 strength at RiteAid’s website, and bought 10 bottles, thinking that this would last me probably for the rest of my life. To my horror, they are nothing like the Tums I used to know. Chalky, bland, and with a flavor that made me think they had scooped up a bunch of the blue stuff you find in airplane toilets and turned it into tablets. The aftertaste was even worse.

Here’s a rundown of what changed:

Tums old and New Formulas

So essentially they added crospovidone, dextrose, magnesium stearate and maltodextrin, and dropped the mineral oil and sodium polyphosphate. No way to tell what changed in the “flavors” category, because they never tell you such things. But in all honesty, the result is the abomination of desolation, and now I’m stuck with 10 bottles of a product that makes me want to gag. I’d rather go back to Rolaids than keep using these.

I called Glaxo Smith Kline at their customer service number, and politely expressed my unhappiness; I’m aware the agent has virtually nothing to do with such things, but I was gratified that the agent had the honesty to tell me I’m not the only one who has called in to express dissatisfaction with the new formula. So it’s not just me.

GSK, I hope you’re listening.

The Old Wolf has spoken.

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