The 50's were an age of growth and innovation and Amcal was no exception. Amcal embarked on new standards, new products, new merchandising and in-store promotions.

• Amcal appointed an agent in England and placed the first direct overseas order for 15 000 pounds of assorted merchandise
• Amcal imported the latest American mirror lens sunglasses reproduced in England

• 1956 Amcal advertised on television
• And when the Australian Government introduced its Hospital and Medical Benefits Plan, Amcal were in the forefront, mounting a large promotion and allowing the public to enrol in the scheme through HBA at their local Amcal chemist.
• The Amcal brand image changed.
• Amcal now had its 180th Pharmacy with rural locations increasing.