Vintage We won on Bovril Advert

Bovril is the trademarked name of a thick and salty meat extract paste similar to a yeast extract, developed in the 1870s by John Lawson Johnston. It is sold in a distinctive bulbous jar, and as cubes and granules. Bovril is owned and distributed by Unilever UK. Its appearance is similar to Marmite and Vegemite.

Bovril can be made into a drink (“beef tea”) by diluting with hot water or, less commonly, with milk.It can be used as a flavouring for soups, broth, stews or porridge, or as a spread, especially on toast in a similar fashion to Marmite and Vegemite.

The first part of the product’s name comes from Latin bovīnus, meaning “ox”.Johnston took the -vril suffix from Edward Bulwer-Lytton‘s then-popular novel, The Coming Race (1870), the plot of which revolves around a superior race of people, the Vril-ya, who derive their powers from an electromagnetic substance named “Vril”. Therefore, Bovril indicates great strength obtained from an ox.

History

In 1870, in the Franco-Prussian War, Napoleon III ordered one million cans of beef to feed his troops. The task of providing this went to John Lawson Johnston, a Scotsman living in Canada. Large quantities of beef were available across the British Dominions and South America, but transport and storage were problematic. Therefore, Johnston created a product known as ‘Johnston’s Fluid Beef’, later called Bovril, to meet Napoleon’s needs.By 1888, over 3,000 UK public houses, grocers and dispensing chemists were selling Bovril. In 1889, Bovril Ltd was formed to develop Johnston’s business further.

During the 1900 Siege of Ladysmith in the Second Boer War, a Bovril-like paste was produced from horse meat within the garrison. Nicknamed Chevril (a portmanteau of Bovril and cheval, French for horse) it was produced by boiling down horse or mule meat to a jelly paste and serving it as a beef tea-like mixture. In addition, Bovril also produced concentrated, pemmican-like dried beef as part of the British Army emergency field ration during the war. The ration comes in the form of a pocket-sized tin can which contain the beef alongside a dried cocoa. The dried beef can be eaten alone, or mixed with water to create a beef tea.

Bovril continued to function as a “war food” in World War I and was frequently mentioned in the 1930 account Not So Quiet: Stepdaughters of War by Helen Zenna Smith. It describes the drink being prepared for the casualties at Mons where “the orderlies were just beginning to make Bovril for the wounded, when the bearers and ambulance wagons were shelled as they were bringing the wounded into the hospital”.

Bovril beef tea was the only hot drink that Ernest Shackleton‘s team had when they were marooned on Elephant Island during the 1914-17 Endurance Expedition.^[11]

A thermos of beef tea was the favoured way to fend off the chill of winter season football matches for generations of British fans; Bovril dissolved in hot water is still sold in stadiums all over the United Kingdom.

When John Lawson Johnston died, his son George Lawson Johnston inherited and took over the Bovril business. In 1929, George Lawson Johnston was made Baron Luke, of Pavenham, in the county of Bedford.

Bovril’s instant beef stock was launched in 1966 and its “King of Beef” range of instant flavours for stews, casseroles and gravy in 1971.In 1971, James Goldsmith‘s Cavenham Foods acquired the Bovril Company but then sold most of its dairies and South American operations to finance further take-overs. The brand is now owned by Unilever.

Bovril holds the unusual distinction of having been advertised with a Pope. An advertising campaign of the early 20th century in Britain depicted Pope Leo XIII seated on his throne, bearing a mug of Bovril. The campaign slogan read: The Two Infallible Powers – The Pope & Bovril.