OVALTINE

Ovaltine

 

Announcer: (excitedly)

“Be sure to drink your Ovaltine!”

 

This is a  very brief scene from A Christmas Story where Ralphie listens to the Little Orphan Annie radio show and decodes the secret message after hearing it on the radio. The delivery of this message is typical of the commercial in  a 30s radio program. Sponsors often used such secret codes to promote their products and build excitement among young listeners, companies like General Mills and Kellogg’s. Etc.

The children's radio series Little Orphan Annie, and Captain Midnight radio and television  shows were sponsored by Ovaltine. They offered promotions urging listeners to save proofs-of-purchase from Ovaltine jars to obtain premiums, such as a "secret decoder ring," badges, or pins that could be used to decode messages in the program. (I confess to being a Captain Midnight fan, frequent imbiber and premium collector – like you?)

Ovaltine was developed in 1904 by chemist Albert Wander in Bern, Switzerland, where it is also known by its original name, Ovomaltine (from ovum, Latin for "egg", and malt, which were originally its key ingredients). In 1927, the factory moved to the village of Neuenegg, a short distance west of Bern, where it is still produced.

Over time Ovaltine was exported to Britain and Canada  and then it made its way to the U.S. to a plant in Villa Park, Illinois where it remained popular from the 1930s to the 1960s as a nutritious drink for children and adults, often marketed as a health supplement. Enthusiasm for Ovaltine peaked in the early 1960s as the U.S. experienced a boom in consumer goods and a growing interest in health and wellness products. The drink was seen as a comforting, energizing beverage, and its appeal was boosted by personal endorsements.

Though its popularity has waned in the U.S. since then, sales  remained strong in other parts of the world, like Europe and parts of Asia. To address the demands of the Australasian and Southeast Asian markets, a large plant was opened  in of all places, Devonport, Tasmania.

In Hong Kong, Ovaltine, is known as a café drink. It is served at  fast-food shops such as Café de Coral and Maxim's Express,  hot, or on ice as a cold drink. In Brazil, it is commonly mixed with vanilla ice cream. In the Asian market, it is a chocolate ice cream creation  flavored with Ovaltine powder. The  McDonald’s in Hong Kong offers "Ovaltine Crunchy Latte" and other  Ovaltine flavored drinks and desserts.

Brazilian fast-food chain Bob's, the largest competitor to McDonald's in Brazil sold milkshakes and sundaes made with Ovaltine, where it goes by the name of "Ovomaltine", which became a flagship product of the fast-food chain until 2016 when  McDonald's acquired exclusive rights to sell "Ovomaltine"- branded milkshakes. Brazil has the second largest Ovaltine factory, in São Paulo, and is the second largest consumer market for the product, after Thailand.

Rising to new heights, and due in part to its high-caloric and sugar content, Ovaltine has been a popular drink for mountain climbers since the early days of mountaineering. In 1902 Ovaltine was packed away in large quantities by the British expedition to K2, the second-highest mountain in the world. The expedition, led by Thomas George Montgomerie, was one of the first attempts to summit the mountain. During this journey, Ovaltine was consumed as a high-energy food source, prized for its nutritional value—particularly its mix of malt extract, milk, and vitamins—which made it a popular choice ever since for explorers and climbers who need to maintain energy at high altitudes.

Ovaltine's role in expeditions continued beyond K2 as well. It was consumed during many other notable high-altitude mountaineering efforts, including the first successful summit of Mount Everest in 1953. The British Everest expedition, led by Sir John Hunt,  included a big supply of Ovaltine as a source of energy for the climbers, further solidifying its connection to adventurous exploration.  Marketing - quick thinkers  were fast to jump at the chance to roll exploration into a product tagline.

“I Would Climb a Mountain for an Ovaltine.”

But Ovaltine didn’t stop there.

Reaching for the stars,  Ovaltine made it to space!  The astronauts aboard the ISS receive a variety of food supplies, and Ovaltine is included as part of their beverage choices. The idea is to provide the astronauts with familiar comforts. Ovaltine was chosen because it's a versatile, easy-to-prepare drink that could be mixed with water to provide extra nutrition. Ovaltine  supports the astronauts' mental and emotional well-being, helping them feel a bit more at home during their time in space.

 

Some of the members of the “Medi-gang” may still  remember Captain Midnight, the 1950s TV show heavily sponsored by Ovaltine. The show captured the spirit of mid-20th-century America, blending science fiction with strong patriotic themes that resonated with kids, teaching the importance of scientific knowledge and ingenuity. Its portrayal of heroism, innovation, and national pride made it a cultural touchstone for young viewers, reflecting post-World War II optimism and the rise in technology. Each episode typically involved Captain Midnight battling sinister organizations, spies, and criminals, with an emphasis on using science, technology, and teamwork to solve problems. The show encouraged values like perseverance, ingenuity, and loyalty, and often featured a patriotic message about defending freedom and justice. The show's slogan, "Adventure, Mystery, and the Spirit of America," reflected its focus on the triumph of good over evil, with an underlying message of national pride.  This spirit of inspiration went hand in hand with the show's sponsor, nutritious Ovaltine featured exclusively in the program’s advertisements.

Ovaltine was not just a product; it was presented as fuel for young minds and adventurous spirits. The rich, chocolatey drink symbolized wholesome nourishment, perfectly complementing Captain Midnight’s message of striving for greatness, facing challenges, and building a brighter tomorrow. For many fans, sipping Ovaltine while “tuning in” became a ritual, linking the shows with the promise of energy and health in every sip.

 

And this Christmas Eve, I’ll be making a cup of Ovaltine in my dad’s old coffee mug, settling into my grandmother’s 100-year-old rocking chair, and listening to the soft hum of my  1934 Philco console radio — the kind  to which Ralphie would have listened. After I wait for the tubes to warm up, I’ll tune in to some Christmas music, since  “Captain Midnight “ isn’t available. A sip of that rich, chocolatey Ovaltine will bring back memories of holidays past, especially those spent with dear friends and loved ones no longer with me— memories woven deep into the fabric of my personal history and family traditions.

I think I will even bring out my old BB rifle  and see if the gun still works — don’t worry, I’ll be careful. No danger of shooting my eye out. But you be careful too. You know what Mrs. Parker (Actress Melinda Dillon) said in A Christmas Story: “Watch out for the icicles, they can kill you." 

I hope your Christmas is filled with joy, reflection, gratitude, and most of all, celebration. After all, it’s the birthday of Our Savior.

Merry Christmas, from rontheyarnspinner.

 

Meme:

The idea of the TV as a "babysitter" has been around for decades, but in the digital age, the conversation now includes smartphones, tablets, and computers. While it varies between families, many parents rely heavily on screen time to occupy their children for a variety of reasons, including convenience or a lack of alternative options. (“I just hand her the tablet….” according to one mom I know.) Nonetheless, parents play a critical role in discerning what content aligns with their values for children, but how often is content monitored? Overdependence easily sneaks in, potentially affecting cognitive, emotional, and physical development, especially in younger children. Screen time cannot replace valuable face-to-face interactions and play, which are critical for learning and social skills.

 

 Instead of defaulting to a screen, imagine a  sitting with your child or grand child enjoying a cup of warm Ovaltine together. This small ritual not only provides a cozy moment but also fosters conversation, connection, and mindfulness. These simple, screen-free interactions can go a long way in supporting a child’s emotional and social growth while creating cherished memories. And while you’re at it, why not bring out a book and read  it to him or her, perhaps The Golden Hour (available on Amazon.)