Wikipedia

Bournvita

Bournvita[1] is a brand of malted and chocolate malt drink mixes manufactured by Cadbury, a subsidiary of Mondelez International.[2][3][4] It is sold in the United Kingdom[5] and North America, as well as India,[2] Nepal, Bangladesh, Nigeria,[5] Benin, and Togo. Bournvita was developed in England in the late 1920s and was marketed as a health food.[4][6][7] The original recipe included full-cream milk, fresh eggs, malt, edible rennet casein and chocolate.[a] It was first manufactured and sold in Australia in 1933.[9] Bournvita was discontinued in the UK market in 2008 but has since been reintroduced and is now available in limited supermarkets such as the Co-op. The drink was named by Cadbury which was derived from Bournville, the model village which is the site of the Cadbury factory (Bourn + Vita). It was first sold in India in 1948, the year Cadbury India was established.[10]

Bournvita
Product typeDrink mix
OwnerMondelez International
Produced byCadbury
CountryEngland
Introduced1920s
Markets
  • United Kingdom
  • North America
  • India
  • Nepal
  • Bangladesh
  • Nigeria
  • Benin
  • Togo

Controversies

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FoodPharmer controversy

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Until 2023, Bournvita was marketed in India as a 'health drink' which 'improves children's growth and development', despite having high sugar and other components that may adversely affect children's health.[11][12] In April 2023, YouTuber Revant "FoodPharmer" Himatsingka released a video _targeting the company for misleading advertisement, claiming that the drink contains almost 50% sugar and adversely impacts the health of children, is addictive, and promotes diabetes.[13][14] Bournvita's parent company Mondelez reacted by sending the influencer a legal notice, calling his video 'unscientific' and forcing him to take his video down and issue a public apology. However, his video had already been viral before being taken down, having reached more than 12 million views on Instagram.[15] The video was shared by several celebrities, politicians and also featured on various TV news channels.[16][17][13]

The National Commission for Protection of Child Rights ordered Bournvita to withdraw all misleading packaging and advertisements, and the Indian government ordered that the 'health drink' category be removed from e-commerce sites.[18][19][20][21][22][23] Representatives from Mondelez India also stated to the NCPCR that Bournvita is not a 'health drink'.[24] Bournvita eventually reduced its sugar content by almost 15%.[25][14][26]

Regarding his videos on Mondelez's Bournvita and Tang, the Delhi High Court, in its interim order, has stated that Himatsingka may continue making factual statements in his videos or posts, but may not create 'disparaging' videos on the company and its products.[27] He has later stated in the court that he will request the takedown of an interview where he is alleged to have violated the court's injunction on making remarks against Bournvita.[28]

See also

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Notes

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  1. ^ "Bournvita is a little more complicated. The cocoa is mixed with malt, glucose, sugar and egg, the resultant 'goo' being pumped into a continuous vacuum band drier. When dried the result is a 'honeycomb' sheet which when granulated can be packed as Bournvita."[8]

References

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  1. ^ Woods, N. (2014). Describing Discourse: A Practical Guide to Discourse Analysis. Hodder Arnold Publication. Taylor & Francis. p. 9. ISBN 978-1-4441-1668-7. Retrieved 9 December 2017.
  2. ^ a b Business India. A.H. Advani. 1999. p. 90. Retrieved 9 December 2017.
  3. ^ Hund, W.D.; Pickering, M.; Ramamurthy, A. (2013). Colonial Advertising & Commodity Racism. Racism analysis / Series B: Yearbook. Lit Verlag. p. 191. ISBN 978-3-643-90416-4. Retrieved 9 December 2017.
  4. ^ a b Verma, H.V. (2006). Brand Management: Text and Cases. Excel Books. p. 351. ISBN 978-81-7446-480-4. Retrieved 9 December 2017.
  5. ^ a b Hollis, N. (2008). The Global Brand: How to Create and Develop Lasting Brand Value in the World Market. St. Martin's Press. p. 25. ISBN 978-0-230-61541-0. Retrieved 9 December 2017.
  6. ^ Logistics Management. Pearson. 2012. p. 281. ISBN 978-81-317-1055-5. Retrieved 9 December 2017.
  7. ^ Manufacture of Food & Beverages (2nd Edn.). NIIR PROJECT CONSULTANCY SERVICES. 2012. p. 77. ISBN 978-93-81039-11-3. Retrieved 9 December 2017.
  8. ^ Engineering. Office for Advertisements and Publication. 1969. p. 289. Retrieved 9 December 2017.
  9. ^ "28 Apr 1933 – NEW HEALTH-FOOD – Trove". Nla.gov.au. 28 April 1933. Retrieved 9 December 2017.
  10. ^ "Mondelez International – Brands". Archived from the original on 19 November 2015. Retrieved 30 October 2015.
  11. ^ "India's child rights body asks Bournvita to remove misleading ads amid claims of high sugar content". The Economic Times. 26 April 2023. ISSN 0013-0389. Archived from the original on 11 May 2023. Retrieved 23 December 2024.
  12. ^ "Why Did Bournvita Lose Its Health Drink Tag? Side Effects Of Sugar On Kids". Times Now. 15 April 2024. Archived from the original on 17 April 2024. Retrieved 23 December 2024.
  13. ^ a b "Influencer shakes up consumer confidence in Bournvita with a reel – ET BrandEquity". ETBrandEquity.com. 17 April 2023. Archived from the original on 7 December 2023. Retrieved 22 October 2024.
  14. ^ a b Bhatnagar, Vanshika (24 June 2024). "'Sweet' Victory of a One-Man Army". Free Press Journal. Archived from the original on 16 July 2024. Retrieved 22 October 2024.
  15. ^ "Bournvita controversy: Here's how company responded to influencer's viral video". India Today. 18 April 2023. Archived from the original on 1 November 2023. Retrieved 22 October 2024.
  16. ^ Karia, Vedant (5 February 2024). "Meet Revant Himatsingka aka Food Pharmer — the content creator propagating healthy eating with a dose of humour". The Telegraph. Archived from the original on 22 May 2024. Retrieved 21 October 2024.
  17. ^ Balachandran, Manu (17 October 2024). "Revant Himatsingka: In A Battle Against Junk Food And False Marketing". Forbes India. Archived from the original on 12 November 2024. Retrieved 22 October 2024.
  18. ^ Bhardwaj, Amit (27 April 2023). "Child rights body directs Bournvita to remove 'misleading' labels over its sugar content". India Today. Archived from the original on 26 April 2023. Retrieved 22 October 2024.
  19. ^ "Govt directs e-commerce platforms to remove Bournvita, other similar beverages from 'health drink' category". The Economic Times. 13 April 2024. ISSN 0013-0389. Archived from the original on 19 April 2024. Retrieved 22 October 2024.
  20. ^ "'Bournvita confidence' jolted? No 'health drink' label on ecommerce sites". The Times of India. 14 April 2024. ISSN 0971-8257. Archived from the original on 1 May 2024. Retrieved 23 December 2024.
  21. ^ "Bournvita Loses 'Health Drink' Tag: What Centre Said and How The Controversy Started?". News18. Archived from the original on 27 June 2024. Retrieved 23 December 2024.
  22. ^ "Business news: Bournvita is no longer a 'health drink': All you need to know about Centre's decision". Deccan Herald. Retrieved 23 December 2024.
  23. ^ "Centre directs Bournvita to take down misleading ads". Deccan Herald. Retrieved 23 December 2024.
  24. ^ "NCPCR says no beverages should be sold under category of 'health drink' in stores, e-tailers". The Times of India. 19 March 2024. ISSN 0971-8257. Archived from the original on 17 August 2024. Retrieved 23 December 2024.
  25. ^ Livemint (13 April 2024). "What led Bournvita to lose its health drink tag? All you need to know | Today News". mint. Archived from the original on 23 September 2024. Retrieved 23 December 2024.
  26. ^ "Bournvita reduces added sugar content after backlash. Influencer calls it 'big win'". India Today. 25 December 2023. Archived from the original on 18 January 2024. Retrieved 22 October 2024.
  27. ^ Gakhar, Varun (23 October 2024). "FoodPharmer Vs Bournvita: Disparagement Not Allowed But No Embargo On Stating Facts, Says Delhi HC". NDTV Profit. Archived from the original on 18 November 2024. Retrieved 23 October 2024.
  28. ^ Srivastava, Bhavini (14 November 2024). "FoodPharmer tells Delhi HC he will request BeerBiceps to remove Bournvita references in podcast". Bar and Bench – Indian Legal news. Retrieved 14 December 2024.
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