Then there is a supersecret ingredient known as Merchandise 7X, which no outsider has yet succeeded in identifying. Merchandise 7X comprises less than 1 percent of the formula. Asa Candler's son, Charles Howard Candler, summed up the Coca-Cola mystique in these words: "One of the proudest moments of my life came when my father . . . initiated me into the mysteries of the secret flavoring formula, inducting me . . . into the `Holy of Holies.' No written formulae were shown. Containers of ingredients, from which the labels had been removed, were identified only by sight, smell, and remembering where each was put on the shelf. To be safe, Father stood by me several times while I compounded these distinctive flavors . . . with particular reference to the order in which they should be measured out and mixed . . . and I thereupon experienced the thrill of making up with his guidance a batch of merchandise 7X."