With the advent of industrial scale bear bile farming, producers were left with a problem – how to expand their market beyond traditional medicine?
Bear bile has been used in traditional Asian medicine for thousands of years and contains high levels of ursodeoxycholic acid (UDCA) known to be useful for treating liver and gall bladder conditions. However, there are many readily available alternatives with the same medicinal properties.
But, wondered the bile farmers, how to sell more?
The answer was simply to market the substance as a general cure-all. Unchecked, this pervasive myth led to the surplus of bile making it's way into some truly unexpected - and always completely unnecessary - products.