A British classic
Q1. Is Bovril back to its original beef recipe?
Yes, Bovril is now the same recipe that it was at the start of 2004
Q2.Why have you put the beef back in to Bovril?
We have been able to put beef back into Bovril because the ban on beef export was lifed in March of this year. In June 2004, we reformulated Bovril to remove the beef extract in the product. This was due to the impact that the ban on beef export after the BSE issue was having on the brand. Bovril as a brand was suffering significantly from loss of export sales, (which traditionally had accounted for 20% of our sales, but by 2004 had fallen to just 7%), and also loss of consumer trust in the brand due to concerns about British beef.
Q3. When will it be on shelf?
From August this year, Bovril will be returning to its original beef formulation, and will once again be proudly Beef Tea! This will be made clear through updated packaging and reworking of the communication on pack.
Q4. Will it still taste the same?
In consumer testing we have found no difference in the taste of the vegetarian, versus the beef Bovril.
Q5. I am a vegetarian, & I like Bovril, are there any alternatives?
Many people find Marmite makes a suitable alternative, as a drink, spread or stock flavouring.
Q6. Why is the export market so important to Bovril?
Bovril has been exported to countries around the world for over 100 years. The brand is firmly established in markets such as Malaysia, Singapore and China where generations of consumers have grown up with the brand and where the benefits and delicious taste of Bovril are sought after to this day.
Q7. How will I know if I’m eating the Beef Bovril?
It has a clear ‘Beef’ stamp on the front of the pack, plus the tamper evident sleeve around the lid says ‘beef’ all of the way round it.
Q8. Will there be changes to the calorific or fat content of Bovril?
A 12g serving of Beef BOVRIL still has only 22 calories (20 for the vegetarian formula) and less than 0.1g of fat.
Q9. Where will you be sourcing the beef extract from (Country)?
The beef materials are from Sweden and Ireland.
