Ovaltine's Slogans & Taglines

Ovaltine traces its origins to 1904, when Swiss chemist Albert Wander launched Ovomaltine in Bern as a medicinal tonic of malt, egg, and cocoa to combat malnutrition. A trademark misspelling during its 1909 British registration shortened the name to Ovaltine for English-speaking markets, a serendipitous error that stuck. Originally sold in pharmacies, the powder was repositioned as a breakfast and sports drink from 1922 onward, fueling generations of athletes and becoming synonymous with Swiss vitality. The brand’s slogans evolved from the strength-focused “Ovomaltine makes you stronger too!” to the playful endurance claim “With Ovomaltine you can’t do it better, but longer,” and the daily ritual invitation “Have you had your Ovo today?” Core offerings span the classic malt-cocoa powder, ready-to-drink beverages, chocolate bars, cereals, and the iconic Ovomaltine Crunchy Cream spread. Now owned by Associated British Foods since 2002, the brand still manufactures in its historic Neuenegg factory, selling in over 100 countries and serving an estimated three billion cups annually.