Serutan

Serutan was an early fiber-type laxative product that was widely promoted on U.S. radio and television from the 1930s through the 1960s.

B. Williams Co. was bought out by Nabisco in 1971,[2] where it continued to operate as a separate subsidiary[3] until Nabsico sold it to Beecham Group in 1982[4] after nearly a decade of slumping sales.

This was to differentiate it as being a "natural" product as opposed to laxative brands which stimulated the colon by chemical action.

The product was almost uniformly promoted on programs whose core audience was known to be considerably older than the typical television viewer.

In Exit the Body, a play by Fred Carmichael, Kate Bixley refers to the protagonist's husband, who writes a newspaper column under the alias "Dorothy Duckworth" and is attending a convention for lonely-hearts column writers, as "The only female at the convention who doesn't take Serutan."