Discover the Innovator Behind Cool Whip, Tang, and Pop Rocks

William A. Mitchell, a pioneering research scientist, brought to life these legendary products that defined the Boomer era. Images by Michael Siluk/UCG/Universal Images Group/Getty Images, Keith Homan, and Sarah Tee/Shutterstock.

Cool Whip. Instant Jell-O. Tang. Pop Rocks.

These convenience foods not only defined but were also shaped by the cultural shifts of the 1960s and 1970s. William A. Mitchell, a research chemist, spent 35 years crafting these innovations, aligning perfectly with America's midcentury obsession with quick and easy meal solutions.

"Bill was the go-to innovator at General Foods, as Marv Rudoph recalled in a recorded interview. The duo collaborated for six years at the company. "He had a knack for enhancing flavors and selecting colors to make products visually appealing. Whenever there was a challenge, Bill was the one to solve it.

"Management repeatedly offered Bill promotions, but he always declined, saying, 'Just let me stay in my lab. That's where I belong,'" Rudoph added.

During his tenure at General Foods Corp. from 1941 to 1976, Mitchell secured over 70 patents for his groundbreaking food inventions. However, his journey wasn't without peril. He narrowly escaped death in an explosion before creating some of the most beloved snack foods in history.

An Explosive Start

Born in 1911 to a Minnesota farming family, Mitchell was no stranger to hard work. After losing his father in elementary school, he harvested peas and beans to support his family. As a teenager, his family moved to Lamar, Colorado, where he earned money by trapping muskrats and harvesting melons. During high school, he worked overnight shifts at the American Beet Sugar Company

, often getting only two hours of sleep before heading to class.

Mitchell supported himself through Cotner College in Lincoln, Nebraska, by working as a carpenter. He later achieved a master's degree in chemistry from the University of Nebraska and began his career as a research chemist at the Agricultural Experiment Station in Lincoln. Shortly after starting, a laboratory explosion caused by heating a cracked beaker of alcohol resulted in severe burns covering 80 percent of his body.

Following months of recovery, Mitchell resumed his work, this time as a research chemist at General Foods Corp. in White Plains, New York. He dedicated the next 35 years there, creating a series of groundbreaking convenience foods.

Tang Takes to the Moon

Among Mitchell's early innovations was a substitute for tapioca, a crucial food source for American troops during World War II. Facing a shortage of natural tapioca, derived from the cassava plant, Mitchell developed a tapioca-like product using starches from common grains and gelatin. Soldiers humorously dubbed it "Mitchell's mud."

In 1957, Mitchell invented Tang, a powdered drink that later became famous for its journey to space. Made primarily of sugar with added vitamin C, Tang transformed into a vibrant, orange-flavored beverage when mixed with water. Despite slow initial sales, its popularity soared after it was consumed by astronauts in orbit.

In 1962, Tang was used to improve the taste of water on astronaut John Glenn's Mercury space flight, effectively masking the metallic flavor of the stored water. It became a staple on subsequent missions, and by the time of the Apollo 8 mission in 1968, Tang was the primary sponsor of ABC's space launch coverage. Years later, astronaut Buzz Aldrin famously remarked, "Tang sucks."

While Tang was dominating American households, Mitchell focused on creating foods that simplified cooking for home chefs. In 1967, he patented a quick-set version of Jell-O that could be prepared with cold water, significantly reducing the setting time.

Shortly after, Mitchell introduced Cool Whip, the first frozen nondairy whipped topping. "It was a massive hit for General Foods," Rudolph noted. Unlike traditional whipped cream, Cool Whip could be stored frozen, making it easier to distribute and sparing consumers the effort of whipping cream. It became a key ingredient in popular mid-20th-century desserts like flag cake and Mississippi mud pie. Today, Cool Whip contains some milk and cream, reflecting a shift in consumer preferences away from artificial ingredients, though convenience remains a priority.

Pop Rocks Spark an Urban Myth

One of Mitchell's most beloved creations was Pop Rocks, invented in 1956. The idea emerged while he was experimenting with carbonating Kool-Aid. "[Mitchell] wondered, why not add carbon dioxide to sugar?" Rudolph explained in the earlier recorded interview, calling it a "groundbreaking idea." While the initial "carbonated candy" didn't succeed, two decades later, another scientist refined the formula, resulting in the iconic crackling and fizzing candy known as Pop Rocks.

Despite the widespread urban legend, eating Pop Rocks with soda won't cause your stomach to explode. In the 1970s, General Foods had to publish full-page newspaper ads to debunk this myth.

William A. Mitchell's Legacy

Mitchell's unwavering dedication to scientific exploration is what made his career achievements so impactful and long-lasting.

"Pop Rocks started as an experiment to create instant soda but found its niche elsewhere. Tang was designed to mimic fresh orange juice through flavor crystals, offering portability and extended shelf life. Cool Whip simplified the process of whipping cream and allowed for frozen storage," explains Claire Conaghan, associate director of content at Datassential, a food and beverage market research platform, via email. "These products remain nostalgic and are often passed down to new generations by parents or grandparents who cherish their convenience."

Brian Chau, a food scientist and consultant, once met Cheryl Mitchell, William's daughter, who followed in her father's footsteps as a food scientist. While Cheryl focused on creating vegan milk from natural ingredients, her father often proposed innovative ideas. When Cheryl began growing dahlias, William suggested roasting the tubers, resulting in a coffee-like flavor. The Mitchells later marketed this as Dacopa, a coffee alternative with health benefits, as reported in an article in The Atlantic.

Dacopa failed to achieve commercial success, unlike the quick and convenient products William Mitchell had previously invented. Instead, coffee trends shifted toward intricate and time-intensive methods, such as cold foam and nitrogen-infused brews.

"There is a growing demand for innovation," Chau notes via email, "but it is now focused on food biotechnology and tech, including alternative protein sources, fermented byproducts, and upcycled waste materials."

Mitchell retired from General Foods in 1976. A father of seven and married for 60 years, his 2004 obituary described him as a "devoted, inspiring, and loving parent," and he is fondly remembered by millions who enjoyed the fizzy thrill of Pop Rocks or the space-age appeal of Tang.