Boost!

For other uses, see Boost (disambiguation).

Boost! is an American non-carbonated cola brand manufactured by the Boost! Company. The drink has been known as Tak-Aboost^[a] and Drink-Atoast^[b] throughout its history and is primarily sold in Burlington County, New Jersey.

Boost!

Type	Soft drink
Manufacturer	Boost! Company
Country of origin	United States
Introduced	1913

History

Tak-Aboost advertisement circa 1930s

Boost! was created around 1910 by Benjamin Rice Faunce and was originally known as Tak-Aboost.^[4] The drink was registered as a trademark in 1913 and the Boost! Company was formed on May 15, 1915.^[1][3] 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.^[5] 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.^[3]

During World War II, it was shipped to military personnel.^[5] After the death of Faunce in 1949, family members could not agree on the way the company was handled.^[4] One faction broke away and established the Drink-Atoast Company, which sold a similar product.^[4] Tak-Aboost unsuccessfully sued Drink-Atoast over formulas and became bankrupt in 1957.^[4][1] Drink-Atoast subsequently acquired the trademarks and formulas.^[4]

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".^[4] 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.^[4] Mead Johnson paid a $350,000 settlement in 1996 and stopped selling their products in South Jersey.^[4] In 1997, the name of the company was officially changed from the Drink-Atoast Company to the Boost! Company.^[4]

In 2013, Boost! marked its 100th anniversary.^[5] The company's president Daniel McDonough purchased a vintage Ford Model A as a symbolic item for the celebration.^[5] 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.^[5]

See also

• Cuisine of New Jersey
• List of regional beverages of the United States

Notes

1. Tak-Aboost^[1][2] is alternatively spelled Tak-a-Boost,^[3] Tak-A-Boost,^[4] Tak-ABoost^[3][5]and Take A Boost.^[6]
2. Drink-Atoast^[3][4] is alternatively spelled Atoast,^[1] Drink Atoast^[6] and Drink AToast.^[3][5]