The Chero-Cola company added Nehi Cola to its line of sodas in 1924 in order to offer a broader variety of flavors.

Claud A. Hatcher, the company's president and guiding light from its formation, died suddenly December 31, 1933.

Hatcher was soon replaced by H. R. Mott, vice president of the Nehi Corporation for several years beforehand, who had been associated with the company since 1920.

In the early 20th century, the national advertising logo of Nehi was typically a picture of a seated woman's legs, in which the skirt was high enough to show the stockings up to the knee, suggesting the phrase "knee-high", to illustrate the correct pronunciation of the company name.

This logo was seen in the film Paper Moon in a diner where Moses Pray buys Addie Loggins a Nehi.

Shepherd's invention of the now-famous "Leg Lamp" in his stories of the Depression era was derived from the Midwestern Nehi logo.

[6] When World War II was over, the company and its bottlers joined in a progressive program of expansion and improvement that made 1947 one of its best years.