Hyman Kirsch and his son Morris, both Russian immigrants living in Williamsburg, Brooklyn, New York, began selling sodas in 1904.
[3] Kirsch Beverages developed a line of zero-calorie soft drinks that they called No-Cal, which they began selling in 1952.
[1] The soda was produced at the company's plant in College Point, Queens, New York.
No-Cal used up-and-coming Hollywood starlets, such as Kim Novak and Julie Adams, in its print ads.
As major soda producers such as The Coca-Cola Company and PepsiCo launched their own diet brands in the 1960s, No-Cal found it hard to compete.