120 years of Ovomaltine – thanks in part to trade mark protection
The Swiss malt-flavoured drink Ovomaltine (or Ovaltine in the English-speaking world) was first sold 120 years ago. At the time, the manufacturer Wander occasionally produced medicines too. Ovomaltine’s anniversary is also an anniversary for the product’s trade mark protection.
Wander protected the ‘Ovomaltine’ brand early on. Copyright: Wander
In 1904, Dr Alber Wander achieved a breakthrough, developing Ovomaltine after lengthy experiments. Based on malt extract, the product was initially sold in pharmacies to boost the health and strength of sick and weak people. Since 1922, it has been sold by retailers as a normal food product. The powder was originally manufactured in the city of Bern, but production moved to Neuenegg in 1927. Since 2002, all Ovomaltine for European markets has been made there. As the product meets all the requirements to be considered Swiss, the packaging is allowed to bear a Swiss cross.
Trade mark protection from the very start
The manufacturer’s history is closely connected to its intellectual property protection. At an early stage, the company protected the word mark ‘Ovomaltine’ (a play on words relating to ‘egg’ and ‘malt’). A glance into the Ovomaltine archive in Neuenegg reveals the eventful history of the soluble powder. This archive is managed by Walter Käser and Peter Roth, who put their heart and soul into their work.
If you wander up and down the rows of shelves, you’ll see how important trade mark protection and effective marketing have been since the very start. The German text on the early packaging clearly shows that Ovomaltine is a legally protected trade mark. And the company didn’t stop there. A quick check in the trade mark registers in the IPI’s archive shows that it regularly registered new trade marks. Today, the Ovomaltine trade mark is displayed on countless other products, such as chocolate, sandwich spread and muesli.
Lawyer Niklaus Gadient with Walter Käser and Peter Roth. They keep the archive going. Copypright: IPI
The evolution of Ovomaltine containers. Copyright Wander
Even a slogan has been protected as a trade mark
“The word mark ‘Ovomaltine’ is the most important part of Wander’s IP rights strategy,” stresses the attorney Niklaus Gadient, who managed the company’s IP rights portfolio for 40 years. He adds, “When a company is sold, its value is in its trade marks.” Alongside Ovomaltine, Wander Ltd also registered a slogan as a trade mark, which became legendary in Switzerland. The English translation is: “You won’t do it better with Ovomaltine – just longer.” Even the orange colour of the products’ packaging is registered as a colour mark. “Wander was one of the first companies in Switzerland to apply for such colour protection,” recalls Niklaus Gadient. A protected trade mark also means continuity for a company, as it can be renewed as often as required (unlike patent or design protection).
With its back covered, Wander pushed ahead with marketing. Starting in 1923, the company became particularly involved in sport to publicise its trade mark. Many Swiss ski stars (Vreni Schneider, Pirmin Zurbriggen, Didier Cuche and many more) launched their careers on the slopes at the Ovo Grand Prix skiing championships. Wander also got involved in several Olympic Games and once even in a football World Cup, where Brazil’s superstar Pelé treated himself to a sip of Ovomaltine. What’s more, the company sponsored the Tour de Suisse for over 50 years (catering for athletes and support staff).
Trade mark protection was important from the start. Copyright: Wander
For a long time, Wander also produced medicines and medicinal products. Copyright: Wander
Production process is a trade secret
Trade mark registration protects the name from free riders. But how does Wander protect the actual product from copycats? That’s where trade secrecy comes into play. The exact proportions of the ingredients and the production process are secret. The drink can’t be readily copied based simply on the ingredient list on the packaging.
In 1967, Wander was taken over by Sandoz, which then merged with Ciba to become Novartis. In 2002, Novartis sold Wander to Associated British Foods. Consequently, the trade mark rights also changed hands. The Ovomaltine story continues – and so the cult drink lives on.
In the UK, where Ovomaltine is second only to Switzerland in popularity, the product is called Ovaltine. Copyright: IGE
Infobox
- Ovomaltine powder has been manufactured for the European market in Neuenegg since 2002.
- The name comes from ovo (Latin for egg) and malt.
- In terms of quantity, the biggest Ovomaltine fans outside Switzerland live in Thailand.
- Ovomaltine is marketed in Thailand – and in many other countries – as ‘Ovaltine’.
- We can thank the Swiss army for the Ovo Sport energy bar, which you can either eat or drink. The army was looking for a product that is filling and that its soldiers could dissolve in water to keep them going for long periods of time. An army film was even produced on how to prepare it.
- The tram stop in Monbijoustrasse next to the company’s former head office in Bern bears the name ‘Wander’.
- Wander used to have an egg farm in Oberwangen to source fresh eggs for Ovomaltine. The company even featured in the miniature model of Switzerland in Melide.
