Also a word in (especially 1950s-era) produktspracht with connotations of modernity, novelty, and innovation.
Misspellings like this generally seem to imply that the manufacturer was too damn busy and important to take the time for those extra phonetically unneccesary extra letters; hence "new" becomes "nu," "bright" and "right" become "brite" and "rite." And my favourite: "ease" becomes "eze." Oh, and "easy" becomes "E-Z."
Thus the name of the product joins the package design to give a complete impression of perfect streamlined futurism.