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By the s, it was being marketed as a healthy drink for the whole family. In , it was sold to Associated British Foods. Its home is still in Switzerland and employs about people.
In the U. Since Ovomaltine was expensive, it was at first a drink only for the upper and middle classes. The advertising connected it to wholesome alpine milk, sports, and health, and the drink became very popular.
During World War II in Switzerland, drinking Ovomaltine even became known as a patriotic act of defending the country. It was also used as an emergency ration that could help prevent vitamin deficiencies.
This product now goes by the name Ovo-Sport. Ovomaltine is now related to a variety of products including muesli and chocolate, ovo drink pre-mixed and chocolate bars called Ovolino.
There's even a bread spread, similar to Nutella and an ice cream flavor. Nutritionists decry Ovomaltine, especially the formulas with higher sugar content, as having too many simple carbohydrates.
Ovaltine is technically a form of gruel , however the word is typically avoided, owing to the negative associations attached to the word in popular culture.
Ovaltine was developed in Bern, Switzerland , where it is known by its original name, Ovomaltine from ovum , Latin for "egg", and malt, which were originally its key ingredients.
Soon after its invention, the factory moved out to the village of Neuenegg , a few kilometres west of Bern , where it is still produced. Ovomaltine was exported to Britain in A misspelling of the name on the trademark registration application led to the name being shortened to Ovaltine in English-speaking markets.
Ovaltine was later manufactured in Peterborough, Ontario , for distribution in Canada. Gerald Ethelbert Goldsmith was the president of the Ovaltine Foods at this time.
Originally advertised as consisting solely of "malt, milk, eggs, flavoured with cocoa", the formulation has changed over the decades, and today several formulations are sold in different parts of the world.
In India  and the UK, it no longer contains eggs. The popular chocolate malt version is a powder which is mixed with hot or cold milk as a beverage.
Malt Ovaltine a version without cocoa and Rich Chocolate Ovaltine a version without malt are also available in some markets.
Ovaltine has also been available in the form of chocolate bars , chocolate Easter eggs, parfait, cookies, and breakfast cereals.
These drink mixes were very popular from the s to the s. Ovaltine discontinued the PDQ products around The U.
They had promotions in which listeners could save proofs-of-purchase from Ovaltine jars to obtain radio premiums , such as " secret decoder ring " badges, or pins that could be used to decode messages in the program.
Children from the time may remember that "Ovaltine" is an anagram for "Vital One". Beginning in February , it was broadcast until September , when the outbreak of World War II forced closure of the station, and again after the war from Like with the U.
The Ovaltineys' advertising jingle was regarded as one of the most successful jingles of the era,  and featured the popular English singing trio The Beverley Sisters.
The name of the brand is also featured in the Indian film Bawarchi starring Rajesh Khanna. The drink was mentioned in the show Gilmore Girls during Season 3 Episode 8 as coffee and Ovaltine between the main characters after a long day.
Villa Park, Illinois, was home to the Ovaltine factory in the United States from until the company's purchase and withdrawal in The Villa Park Historical Society maintains a permanent exhibit of Ovaltine advertising and memorabilia.
The old factory was converted to loft apartments keeping the original floors and wall exposed. In , Himmel Group obtained the right to make and sell Ovaltine in the U.
In , Himmel sold their rights to Novartis. Ovaltine was very popular in Britain , and was manufactured at Kings Langley in Hertfordshire using a process that included GEA Wiegand falling film evaporators to concentrate liquid malt extract which was then dried under vacuum in steam heated band dryers.
The art deco style Ovaltine factory in Kings Langley is a well-known local landmark. Production ceased in and the factory has now been redeveloped as luxury flats.
Near the factory was a health farm run by the Ovaltine works which was set up as a model farm and a health resort for disadvantaged children, which operated until the s.
Later, the farm land was sold and is now largely occupied by the M25 motorway. In October , the food and drinks division of Novartis , the maker of Ovaltine, was bought by Associated British Foods.
In Canada, Ovaltine is produced by Grace Foods in biscuit and powdered drink forms. It is served hot, or on ice as a cold drink. In Brazil, it is commonly mixed with vanilla ice cream.
In the Asian market, it is a chocolate ice cream flavoured with Ovaltine powder. The Ovomaltine brand is highly recognizable in Switzerland , and the brand is associated with skiing and snowboarding.
Ovaltine is sold in Tetra Pak cartons for cold serving and widely available in shops and supermarkets, yet it has a low profile compared to similar beverages in the market.
In Australia, Ovalteenies are sold as round tablets of compressed Ovaltine, eaten as candy. Brazilian fast-food chain Bob's , the largest competitor to McDonald's in that country, offered, since , milkshakes and sundaes made with Ovaltine, where it goes by the name of "Ovomaltine", which became a flagship product of the fast-food chain in Brazil.
In , McDonald's acquired exclusive rights to sell "Ovomaltine"-branded milkshakes. The Brazilian Ovaltine is unlike any other in the world, originating from an assembly line malfunction that made the powder crispier that is still maintained today.