Serutan

Serutan was an early fiber-type laxative product which was widely promoted on U.S. radio and television from the 1930s through the 1960s. It was manufactured by the J. B. Williams Co., which was founded in 1885 and bought out by Nabisco in 1971.

The origin of the brand name was straightforward. The makers merely decided to spell "natures" backwards, and "Read it backwards" was the product's advertising slogan. This was to differentiate it as being a "natural" product as opposed to laxative brands which stimulated the colon by chemical action.