Boost!

For other uses, see Boost (disambiguation).

Boost!
TypeSoft drink
ManufacturerBoost! Company
Country of origin United States
Introduced1913

Boost! is an American non-carbonated cola brand manufactured by the Boost! Company. The drink has been known as Tak-Aboost[a] and Drink-Atoast[b] throughout its history and is primarily sold in Burlington County, New Jersey.

History

Tak-Aboost advertisement circa 1930s

Boost! was created around 1910 by Benjamin Rice Faunce and was originally known as Tak-Aboost.[4] The drink was registered as a trademark in 1913 and the Boost! Company was formed on May 15, 1915.[1][3] Tak-Aboost could be dispensed as a type of non-carbonated soda, mixed with seltzer water or served as a milkshake when combined with milk.[5] The drink was initially branded in advertisements as a "health drink" that was capable of giving athletes "endurance and last minute strength", and was believed to overcome anesthetic and calm nausea.[3]

During World War II, it was shipped to military personnel.[5] After the death of Faunce in 1949, family members could not agree on the way the company was handled.[4] One faction broke away and established the Drink-Atoast Company, which sold a similar product.[4] Tak-Aboost unsuccessfully sued Drink-Atoast over formulas and became bankrupt in 1957.[4][1] Drink-Atoast subsequently acquired the trademarks and formulas.[4]

In 1985, the drink's name was changed to Boost! with the company's president, Charles Dugan saying that it was a "more energetic, marketable name".[4] Boost! was granted a temporary restraining order against food and drink company Mead Johnson in the 1990s, claiming it had infringed on their local trademarks.[4] Mead Johnson paid a $350,000 settlement in 1996 and stopped selling their products in South Jersey.[4] In 1997, the name of the company was officially changed from the Drink-Atoast Company to the Boost! Company.[4]

In 2013, Boost! marked its 100th anniversary.[5] The company's president Daniel McDonough purchased a vintage Ford Model A as a symbolic item for the celebration.[5] Dean and Nicole Greco produced a documentary short film about the beverage titled "Bottled Up: The Legend of Boost!" which was shown at film festivals in Atlantic City and Cape May.[5]

See also

Notes

  1. ^ Tak-Aboost[1][2] is alternatively spelled Tak-a-Boost,[3] Tak-A-Boost,[4] Tak-ABoost[3][5]and Take A Boost.[6]
  2. ^ Drink-Atoast[3][4] is alternatively spelled Atoast,[1] Drink Atoast[6] and Drink AToast.[3][5]

References

Wikimedia Commons has media related to Boost!.
  1. ^ a b c d "Boost Co. v. Faunce". Justia. 1952. Archived from the original on September 9, 2022. Retrieved September 9, 2022.
  2. ^ Russock, Caroline (April 5, 2018). "What's the deal with South Jersey's BOOST! beverage?". Philly Voice. Archived from the original on September 7, 2022. Retrieved September 7, 2022.
  3. ^ a b c d e f Hoover, Amanda (August 28, 2017). "This N.J.-made drink tastes like flat Coke and we can't get enough of it". NJ.com. Archived from the original on September 7, 2022. Retrieved September 7, 2022.
  4. ^ a b c d e f g h i j k Rowan, Tommy (September 15, 2017). "A flat, thick, weird-tasting soda you'll only find in Jersey: 'This is our crack'". The Philadelphia Inquirer. Archived from the original on September 7, 2022. Retrieved September 7, 2022.
  5. ^ a b c d e f g Friedman, Sally (July 2, 2013). "Burlington County's 'Boost!' marks 100th anniversary". Burlington County Times. Archived from the original on September 7, 2022. Retrieved September 7, 2022.
  6. ^ a b Malloy, Dennis (February 11, 2022). "'Take A Boost' — People love to hate on this original NJ beverage". New Jersey 101.5. Archived from the original on September 7, 2022. Retrieved September 7, 2022.