A Brief History of Flintstones Vitamins

Photo by Justin Sullivan/Getty Images
Photo by Justin Sullivan/Getty Images

The Flintstones has been off the air and in syndication since 1966. But Flintstones Vitamins remain on the shelves and in homes.

Meet the Flintstones

The Flintstones were, just like the theme song claimed, a modern Stone Age family.

Fred and Wilma Flintstone and their best friends and next-door neighbors, Barney and Betty Rubble, lived in working class suburban splendor in the city of Bedrock. Wilma was the consummate housewife, rocking “pearls” with her cavewoman-style dress and using a baby elephant as a vacuum cleaner; Fred, her lovable lug counterpart, worked at a local quarry and enjoyed bowling. A baby dinosaur, Dino, was the family dog and a sabertooth tiger, Baby Puss, the family cat. Later, little Pebbles Flintstone and Bamm-Bamm Rubble joined the cast.

But despite the fact that it was a cartoon and featured more rock-based puns than your average adult-oriented sitcom, The Flintstones was not originally for kids. In fact, when it premiered on ABC in 1960, it took the Friday night, 8:30 to 9 pm slot, and was meant to be a kind of Stone Age Honeymooners. And it was popular — but mostly with teenagers. This, according to the Museum of Broadcast Communication, heralded a shift away from live-action children’s programming towards animation.

The Merchandising

The show’s popularity with kids logically gave rise to a vast collection of Flintstones merchandising — alarm clocks, cookie jars, trading cars, bubble gum, toys, and, of course, vitamins.

Though they’ve obviously been around forever, vitamins, meaning a group of organic substances necessary to the function of a normal metabolism, were “discovered” by science in the 18th and 19th centuries. By the middle of the 20th century, however, vitamins had been removed from scientific study and placed squarely in the realm of commerce. Vitamins in pill form, a 20th century invention, were peddled not by medical personnel, but by retailers, such as grocery giant Kroger.

Vitamins were also high profit items, with a market ready for diversification. In 1960, the vitamin giant Miles Laboratory, owners of the One-a-Day label, developed Chocks, the first chewable vitamin aimed at children. And, even as doctors, Food and Drug Administration officials, and scientists tussled over the alleged medical benefits of vitamins, Miles was making a mint off its candy-like chewables.

With a hold on the children’s vitamin market, it wasn’t surprising, therefore, that the company would choose to pair up with one of the most popular children’s shows at the time. In 1968, Miles paired up with the modern Stone Age family, producing chewy vitamins in a variety of flavors and in the shapes of the characters.

The Flintstones were a solid, trustworthy lot who kids believed in and the vitamins were pretty much an instant hit. Miles Laboratory, which later introduced Bugs Bunny vitamins as well, dominated the children’s vitamin category for years, until it was acquired by Bayer as a subsidiary in 1979. Though Miles was no more, Flintstones Vitamins remained a market leader — and still are, though new characters like SpongeBob SquarePants and crew are starting to crowd in on the action. Nowadays, there are seven varieties of the flavor and vitamin-packed cartoon shapes: Flintstones Sour Gummies, Flintstones Gummies, Flintstones Complete with Choline (Choline, a nutrient found in breast milk and, of course, cauliflower, is good for brain development), Flintstones Plus Extra C, Flintstones Plus Calcium, Flintstones Plus Iron, and My First Flintstones.

Perhaps some of the explanation for the Flintstone Vitamins continued success is in their nostalgia for the generations of children who grew up with them — and who are now parents themselves. There’s even a Facebook group for those who ate the vitamins as a kid. And then there’s that jingle — “Ten million strong and growing!” — which, incidentally, was composed by Martin O’Donnell, the same guy who composed the music for the intensely popular Halo video game series.

Betty’s Not a Vitamin

But there was one great injustice underlying the Flintstones Vitamin empire: Nearly all the Flintstones characters — including the bizarre Martian character, Great Gazoo — all at one time had fruity, chalky likenesses. All, except Betty. Poor Betty, destined to always play second fiddle to Wilma, didn’t even warrant her own vitamin.

There were (at least) two possible reasons why Betty didn’t have her own vitamin: First, manufacturers claimed that Betty’s waist was too thin and kept breaking during production. Second, Betty was virtually indistinguishable from Wilma.

Though there was a small Betty for vitamin movement, including an Atlanta rock band that called itself Betty’s Not a Vitamin, it wasn’t until actress and comedienne Rosie O’Donnell, who played Betty in the 1994 live action film, brought Betty’s plight to the attention of the nation that anything was really done about it. O’Donnell, during a television interview about the film, complained that all the other characters were represented, but not Betty. A savvy marketing agency seized the opportunity to involve the consumer in the direction of the brand and launched a nationwide campaign to determine Betty’s fate. The agency set up prehistoric style voting booths in regional shopping malls across the country, as well as a 1-800 number, to allow consumers to decide whether Betty should be let in the club.

The public didn’t let her down. More than 3,000 kids and their mothers voted in person and more than 17,000 calls were logged, with 91 percent in favor of bringing in Betty. She became a character in December 1995, replacing the Flintmobile.

Notably, Betty’s Not a Vitamin was named one of the 100 best band names by Paste magazine.

Yabba Dabba Doo!

And finally, vitamins weren’t the only things that the modern Stone Age family hawked. In fact, one of the show’s original sponsors was Winston cigarettes: Fred and Barney were Winston men, all the way. One early cartoon featured Fred and Barney taking a “Winston break,” because “Winston tastes good, like a cigarette should.”

While the Winston ads weren’t so much a problem, people later objected to the Flintstones pushing drugs, even if they were multivitamins. The concern there was that commercials for Flintstone Vitamins were misleading in terms of the actual health benefits of the vitamins. Miles Laboratory, in the early 1970s, was forced by FDA and Federal Trade Commission scrutiny to pull away from advertising during children’s programming, such as the Saturday morning cartoons hours.

10 Rad Gifts for Hikers

Greg Rosenke/Unsplash
Greg Rosenke/Unsplash

The popularity of bird-watching, camping, and hiking has skyrocketed this year. Whether your gift recipients are weekend warriors or seasoned dirtbags, they'll appreciate these tools and gear for getting most out of their hiking experience.

1. Stanley Nesting Two-Cup Cookset; $14

Amazon

Stanley’s compact and lightweight cookset includes a 20-ounce stainless steel pot with a locking handle, a vented lid, and two insulated 10-ounce tumblers. It’s the perfect size for brewing hot coffee, rehydrating soup, or boiling water while out on the trail with a buddy. And as some hardcore backpackers note in their Amazon reviews, your favorite hiker can take the tumblers out and stuff the pot with a camp stove, matches, and other necessities to make good use of space in their pack.

Buy it: Amazon

2. Osprey Sirrus and Stratos 24-Liter Hiking Packs; $140

Amazon

Osprey’s packs are designed with trail-tested details to maximize comfort and ease of use. The Sirrus pack (pictured) is sized for women, while the Stratos fits men’s proportions. Both include an internal sleeve for a hydration reservoir, exterior mesh and hipbelt pockets, an attachment for carrying trekking poles, and a built-in rain cover.

Buy them: Amazon, Amazon

3. Yeti Rambler 18-Ounce Bottle; $48

Amazon

Nothing beats ice-cold water after a summer hike or a sip of hot tea during a winter walk. The Yeti Rambler can serve up both: Beverages can stay hot or cold for hours thanks to its insulated construction, and its steel body (in a variety of colors) is basically indestructible. It will add weight to your hiker's pack, though—for a lighter-weight, non-insulated option, the tried-and-true Camelbak Chute water bottle is incredibly sturdy and leakproof.

Buy it: Amazon

4. Mappinners Greatest 100 Hikes of the National Parks Scratch-Off Poster; $30

Amazon

The perfect gift for park baggers in your life (or yourself), this 16-inch-by-20-inch poster features epic hikes like Angel’s Landing in Zion National Park and Half Dome in Yosemite National Park. Once the hike is complete, you can scratch off the gold foil to reveal an illustration of the park.

Buy it: Amazon

5. National Geographic Adventure Edition Road Atlas; $19

Amazon

Hikers can use this brand-new, updated road atlas to plan their next adventure. In addition to comprehensive maps of all 50 states, Puerto Rico, Canada, and Mexico, they'll get National Geographic’s top 100 outdoor destinations, useful details about the most popular national parks, and points on the maps noting off-the-beaten-path places to explore.  

Buy it: Amazon

6. Adventure Medical Kits Hiker First-Aid Kit; $25

Amazon

This handy 67-piece kit is stuffed with all the things you hope your hiker will never need in the wilderness. Not only does it contain supplies for pain, cuts and scrapes, burns, and blisters (every hiker’s nemesis!), the items are organized clearly in the bag to make it easy to find tweezers or an alcohol wipe in an emergency.

Buy it: Amazon

7. Hiker Hunger Ultralight Trekking Poles; $70

Amazon

Trekking poles will help increase your hiker's balance and stability and reduce strain on their lower body by distributing it to their arms and shoulders. This pair is made of carbon fiber, a super-strong and lightweight material. From the sweat-absorbing cork handles to the selection of pole tips for different terrain, these poles answer every need on the trail. 

Buy it: Amazon

8. Leatherman Signal Camping Multitool; $120

Amazon

What can’t this multitool do? This gadget contains 19 hiking-friendly tools in a 4.5-inch package, including pliers, screwdrivers, bottle opener, saw, knife, hammer, wire cutter, and even an emergency whistle.

Buy it: Amazon

9. RAVPower Power Bank; $24

Amazon

Don’t let your hiker get caught off the grid with a dead phone. They can charge RAVPower’s compact power bank before they head out on the trail, and then use it to quickly juice up a phone or tablet when the batteries get low. Its 3-inch-by-5-inch profile won’t take up much room in a pack or purse.

Buy it: Amazon

10. Pack of Four Indestructible Field Books; $14

Amazon

Neither rain, nor snow, nor hail will be a match for these waterproof, tearproof 3.5-inch-by-5.5-inch notebooks. Your hiker can stick one in their pocket along with a regular pen or pencil to record details of their hike or brainstorm their next viral Tweet.

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Little Weesy Coppin, the Ghost That Foretold the Franklin Expedition’s Fate

An 1847 illustration of the HMS Terror and HMS Erebus during an earlier Arctic expedition, by James Wilson Carmichael.
An 1847 illustration of the HMS Terror and HMS Erebus during an earlier Arctic expedition, by James Wilson Carmichael.
Royal Museums Greenwich, Wikimedia Commons // Public Domain

On May 19, 1845, the HMS Terror and HMS Erebus set sail from England and headed for the Arctic. Commanding the expedition was Sir John Franklin, a distinguished naval officer with a few Arctic voyages under his belt. Britain’s Admiralty was hopeful that, within a year, he would arrive in the Bering Strait having successfully charted the Northwest Passage.

But as 1846 slipped away with no sign of either ship—and no word from the explorers—it became clear that something had gone wrong. Franklin’s wife, Lady Jane Franklin, lobbied the Admiralty to investigate, and so began a steady stream of expeditions to locate the missing vessels. By spring 1850, they were none the wiser as to what had happened to the ships or the sailors. The country was captivated by the mystery, and Lady Jane was growing increasingly desperate for any lead.

It was around this time that a shipbuilder named William Coppin sent her a strange letter. The ghost of his daughter, he said, knew where to find the Franklin expedition.

Weesy Puts on a Show

Coppin lived in Londonderry, Northern Ireland, with his wife, his wife’s sister, and the couple’s five young children. In May 1849, their 3-year-old daughter, Louisa (Weesy for short) had died of gastric fever, but that hardly stopped her from being present. Soon after her death, her siblings reported seeing a “ball of bluish light” that they all agreed was Weesy; they even started setting a place for her at meals.

One night, Weesy’s older sister told her aunt that the words “Mr. Mackay is dead” were glowing on the wall of the bedroom. Though her aunt couldn’t see them herself, she nevertheless asked after Mr. Mackay—a banker friend of the family—the next day, and discovered that he had indeed passed away the previous night. Weeks later, the aunt suggested that the children put Weesy’s apparent clairvoyance to good use by questioning her about the fate of Sir John Franklin.

Weesy responded with flair, filling the room with an Arctic scene that showed two ships amid snowy mountains and narrow channels. When asked if Franklin himself was still alive, Weesy revealed “a round-faced Man [ascending] the Mast and [waving] his hat,” and she answered a query about his exact location with a series of abbreviations that included “P.RI” and “BS.”

An illustration of the two ships from Francis Watt's Pictorial Chronicles of the Mighty Deep.Kokstein, Wikimedia Commons // Public Domain

The spectral illuminations were only visible to Weesy’s sister Anne, who copied them onto paper and showed her father upon his return from a trip. Coppin wasn’t wholly disbelieving, but he didn’t act on the information immediately. Then, in May 1850, after hearing that Lady Jane was preparing to send a ship to search for her husband, he wrote her a letter detailing Weesy’s appearance.

“[The abbreviations] constantly lead me to believe that [Sir John Franklin] is in Prince Regent Inlet off Barrow’s Strait, likely in the Victory in Felix Harbour or not far from it at this moment,” he said, and encouraged Lady Jane to direct her commander to that area. Shortly after, he met with her in person to reiterate his advice.

Charting a Course

Here’s where accounts of the story begin to diverge. In 1889, a reverend named J. Henry Skewes published a book—at Coppin’s behest—that credited Weesy’s vision with causing Lady Jane to point her expedition south, toward Prince Regent Inlet, instead of north, like she had been planning. While it’s true that the government had focused most of its search north toward Wellington Channel, it’s not true that Lady Jane herself had only considered a northern mission. In June 1850, she mentioned in a letter that Coppin visited her after “reading in the newspaper a paragraph of the ship’s being about to sail for Regent Inlet,” implying that she had already intended to explore that region.

Wellington Channel to the north, and Prince Regent Inlet to the south.TerraMetrics/Google

Skewes’s book also alleged that Weesy’s original directions had been much clearer than a few cryptic initials. According to him, she illuminated the words “Erebus and Terror. Sir John Franklin, Lancaster Sound, Prince Regent Inlet, Point Victory, Victoria Channel.” At that point, no place named “Victoria Channel” existed on the map, which Skewes used as evidence of Weesy’s omniscience. Since the Coppins were collaborating with Skewes, it’s possible that they simply recalled the events differently than they had decades earlier. They had also repeated the same séance several times, so the stream of intelligible words may have come later. In Coppin’s initial letter to Lady Jane, however, he said nothing about a “Victoria Channel.”

Even though Lady Jane had probably already set her sights on the south, Coppin’s conviction did seem to encourage her, and she instructed him to share Weesy’s vision with a select few influential figures around town. In early June, she saw off Captain Charles Codrington Forsyth in the schooner Prince Albert, hoping he’d return with news of her husband from beyond the inlet.

Unfortunately, the inlet was frozen, and Forsyth couldn’t get through.

Breaking News and Breaking Ice

The expedition wasn’t entirely fruitless—it was Forsyth who broke the news in England that another expedition had located three graves on Beechey Island, thus confirming that the Terror and Erebus had at least spent part of the winter in Wellington Channel [PDF]. There was still a chance that Franklin and his men had journeyed on toward Prince Regent Inlet after stopping on the island.

Lady Jane began preparing another mission, this time with Captain William Kennedy in command, and Coppin stuck around to help with shipbuilding and fundraising. Kennedy even spent a few days with the Coppins in Londonderry and supposedly corroborated Weesy’s account (though he didn’t see her messages for himself). Kennedy managed to make it through Prince Regent Inlet, but pivoted westward and came back empty-handed.

A portrait of William Kennedy painted by Stephen Pearce in 1853.National Portrait Gallery, Wikimedia Commons // Public Domain

Independent of Lady Jane's endeavors, a Hudson’s Bay Company surveyor named John Rae was making significantly more progress in the area. After passing through the inlet in 1851, he came to a narrow body of water that he christened “Victoria Strait” before encountering ice and turning back. During a surveying mission in 1854, Rae spoke with local Inuit, who reported having come across a few dozen white men on King William Island—not far from Victoria Strait. He even bought several English-made items from the Inuit, including a plate that bore Sir John Franklin’s name.

Now, Lady Jane directed her attention to King William Island, financing an expedition led by Francis Leopold McClintock in the late 1850s. In 1859, his lieutenant finally discovered an incontrovertible clue to the Franklin expedition’s fate: a boat, skeletons, and a note that explained Franklin had died in June 1847 and his crew had abandoned the ships—marooned in ice—in April 1848.

Little Weesy’s Contested Legacy

The note found during McClintock's 1859 expedition.Petecarney, Wikimedia Commons // Public Domain

Coppin wasted no time asking Lady Jane to validate that Weesy’s leads (as Anne had transcribed them) had, in fact, been correct. Lady Jane obliged.

“I have no hesitation in telling you that the child’s chart … represented the ships as being in a channel which we believed at the time to be inaccessible, but which it has since been found they actually navigated,” she wrote. “Moreover, the names ‘Victory’ and ‘Victoria’ written by the little girl upon her chart correspond with that of the point (Point Victory) on King William’s Land, where the important record of the Erebus and Terror was found, and with that of the strait or channel (Victoria Strait) where the ships were finally lost.”

That said, she did decline returning the original chart to him. As Shane McCorristine writes in his book The Spectral Arctic: A History of Dreams and Ghosts in Polar Exploration, that could have been because she feared becoming a laughingstock if he published it. With Franklin’s demise no longer a mystery, entertaining the supernatural no longer had value.

A sketch of Lady Jane Franklin drawn by Amélie Romilly in 1816.The Miriam and Ira D. Wallach Division of Art, Emmet Collection of Manuscripts Etc. Relating to American History, New York Public Library // Public Domain

Coppin’s story stayed under the radar until Skewes released his book, Sir John Franklin: The True Secret of the Discovery of His Fate, nearly 15 years after Lady Franklin’s death in 1875. The author so fervently believed that Weesy had expertly directed explorers to the Franklin expedition that his account seems exaggerated at best and downright ludicrous at worst, despite plenty of firsthand details from the Coppins. After its debut, John Rae and Francis McClintock both denied that the long-dead toddler had influenced their exploratory routes in any way.

Furthermore, as historian Russell Potter explains on his blog Visions of the North, Weesy’s phantasmal allegations weren’t totally accurate. Though the idea that Franklin may have gone south instead of north did ultimately lead to some discoveries, there’s no evidence that either the Terror or the Erebus actually went through Prince Regent Inlet. And when Weesy revealed the vision of a healthy Franklin waving his hat from the top of the mast, he had already been dead for more than two years.

In short, the ghost of Little Weesy didn’t single-handedly solve the mystery of the missing Franklin expedition. (In fact, the ships themselves weren’t even located until 2014 and 2016 off the southwestern coast of King William Island, far from Prince Regent Inlet and south of the island's Victory Point.) But you’d be hard-pressed to prove that her ghost didn’t exist at all—and considering that the story helped her father secure about a decade’s worth of work and plenty of high-society connections, she made an impact from beyond the grave.