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Boost! is an American non-carbonated
cola brand manufactured by the Boost! Company. The drink has been known as Tak-Aboost and Drink-Atoast throughout its history and is primarily sold in
Burlington County
Burlington County is a county in the U.S. state of New Jersey. The county is the largest by area in New Jersey. Its county seat is Mount Holly. , New Jersey.
History
Boost! was created around 1910 by
Benjamin Rice Faunce and was originally known as Tak-Aboost.
The drink was registered as a trademark in 1913 and the Boost! Company was formed on May 15, 1915.
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.
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.
During
World War II
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the World War II by country, vast majority of the world's countries—including all of the great power ...
, it was shipped to
military personnel.
After the death of Faunce in 1949, family members could not agree on the way the company was handled.
One faction broke away and established the Drink-Atoast Company, which sold a similar product.
Tak-Aboost unsuccessfully sued Drink-Atoast over formulas and became bankrupt in 1957.
Drink-Atoast subsequently acquired the trademarks and formulas.
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".
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.
Mead Johnson paid a $350,000 settlement in 1996 and stopped selling their products in
South Jersey.
In 1997, the name of the company was officially changed from the Drink-Atoast Company to the Boost! Company.
In 2013, Boost! marked its 100th anniversary.
The company's president Daniel McDonough purchased a vintage
Ford Model A as a symbolic item for the celebration.
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
Cape May consists of a peninsula and barrier island system in the U.S. state of New Jersey. It is roughly coterminous with Cape May County, New Jersey, Cape May County and runs southwards from the New Jersey mainland, separating Delaware Bay fro ...
.
See also
*
Cuisine of New Jersey
*
List of regional beverages of the United States
The following is a list of notable beverages associated with (and often limited to) specific regions of the United States. See also: List of regional dishes of the United States.
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Non-alcoholic drinks
Alcoholic drinks
See also
* Li ...
Notes
References
External links
*
{{Colas
1913 establishments in New Jersey
American cola brands
Cuisine of New Jersey
Food and drink introduced in 1913
Riverside Township, New Jersey