__NOTOC__ Boost! is an American non-carbonated

cola Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imita ...

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, 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 Carbonated water (also known as soda water, sparkling water, fizzy water, club soda, water with gas, in many places as mineral water, or especially in the United States as seltzer or seltzer water) is water containing dissolved carbon dioxide gas, ...

or served as a

milkshake A milkshake (sometimes simply called a shake) is a sweet beverage made by blending milk, ice cream, and flavorings or sweeteners such as butterscotch, caramel sauce, chocolate syrup, fruit syrup, or whole fruit into a thick, sweet, cold mixture ...

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 An anesthetic (American English) or anaesthetic (British English; see spelling differences) is a drug used to induce anesthesia ⁠— ⁠in other words, to result in a temporary loss of sensation or awareness. They may be divided into two ...

and calm

nausea Nausea is a diffuse sensation of unease and discomfort, sometimes perceived as an urge to vomit. While not painful, it can be a debilitating symptom if prolonged and has been described as placing discomfort on the chest, abdomen, or back of the ...

. 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 vast majority of the world's countries—including all of the great powers—forming two opposin ...

, it was shipped to

military personnel Military personnel are members of the state's armed forces. Their roles, pay, and obligations differ according to their military branch (army, navy, marines, air force, space force, and coast guard), rank (officer, non-commissioned officer, or e ...

. 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 An injunction is a legal and equitable remedy in the form of a special court order that compels a party to do or refrain from specific acts. ("The court of appeals ... has exclusive jurisdiction to enjoin, set aside, suspend (in whole or in par ...

against food and drink company

Mead Johnson Mead Johnson & Company, LLC is an American company that is a leading manufacturer of infant formula, both domestically and globally, with its flagship product Enfamil. It operates as an independent subsidiary of Reckitt. The company dates back t ...

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 South Jersey comprises the southern portion of the U.S. state of New Jersey located between the lower Delaware River and the Atlantic Ocean. The designation of South Jersey with a distinct toponym is a colloquialism rather than an administrative ...

. 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 Atlantic City, often known by its initials A.C., is a coastal resort city in Atlantic County, New Jersey, United States. The city is known for its casinos, Boardwalk (entertainment district), boardwalk, and beaches. In 2020 United States censu ...

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 and runs southwards from the New Jersey mainland, separating Delaware Bay from the Atlantic Ocean. The so ...

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

History

See also

Notes

References

External links