With Ovomaltine you can’t do it better, but longer…
Over 110 years ago, Ovomaltine was launched as a "strength-nutrient" - it is now one of the oldest and best-known Swiss brands, used as breakfast and sports drink in over 110 countries worldwide.
When Albert Wander launched "Ovo Maltine" 1904, it was only available in pharmacies and drugstores. Due to its high nutritional value, it was sold as a medicinal solution against the widespread malnutrition that was prevalent at that time. The original recipe is still used today and consists of barley as a raw material for the malt, egg, milk and some cocoa to round off the flavor. The original recipe is still used today and consists of barley as a raw material for the malt, egg, milk and some cocoa to round off the flavor. The name is a mix of the words ‘ovum’ - Latin for egg - and malt. Popular among the commonfolk, it wasn’t long however, before healthy, active people discovered the restorative effect of the then revolutionary power drink. Athletes in particular appreciate it as a tasty snack and recovery drink after strenuous activity.
A World Conquerer
Just two years after its launch and its resounding success in Switzerland Ovomaltine expanded to Europe. In 1913, its first English factory began operation and by 1919, global expansion really kicked off; America was followed by Asia, Oceania and Africa.
Today, Ovomaltine is present in more than 110 countries, mostly nations where English is the first language or those that were once were part of the British Empire. The product is marketed under the name of "Ovaltine" outside of Switzerland after which Thailand is the second largest market. Worldwide, there are 30 different recipes of the original product. Some markets prefer a sweeter taste so the powder is enriched with granulated sugar and the amount of malt is reduced. Ovomaltine is produced in four locations: in addition to the Swiss parent company in Neuenegg near Bern, it is also produced in Bangkok, Shanghai and Melbourne.
Commitment to Sports and Continuous Evolution keeps Ovomaltine Popular
As early as 1923 Ovaltine appeared for the first time at sporting events to provide it to athletes as a refreshment. They have been a pioneer in sports event sponsorship ever since. Since 1932, Ovomaltine (aka ‘Ovo’) has been present at no less than 20 Olympic Games and since 1947 at the Tour de Suisse - the Swiss cycling legend Ferdy Kübler was the first famous Ovo ambassador. The Swiss cycling legend Ferdy Kübler was the first famous Ovo ambassador The best-known advertising however for the brand was its 16-year relationship with world-champion downhill skier Didier Cuche. His collection of ovo-helmets with comic characters has achieved cult-status. Ovomaltine were quick to lend their support when other extreme sports such as snow-boarding, began to gain popularity. The Snowboard pioneer Ueli Kestenholz proved that even young athletes can benefit from the nutrition of a healthy sports drink and the focus that Ovomaltine placed on their young audience over the years has certainly paid off. This dynamicism has become paramount to the Ovomaltine brand marketing. Slogans were combined with a continuous re-branding of packaging and the brand has remained fresh and current through the passing of time. The slogan launched in 1998 “With Ovomaltine you can’t do it better, but longer” heralded a new era in communications which has been in use to this day. The first ‘convenience’ Ovomaltine product was launched in 1965 in the form of “Ovomaltine Pronto” which could be mixed with water to produce the first ready-to-drink Ovomaltine. Since the mid-nineties their product range varies from spreads, chocolate, muesli, cookies and ice-cream! In its country of origin Ovomaltine offers no less than two dozen products. Although not all products are exported, there has been high demand in certain Asian markets for specific products and those based on soya.