Boost! Company
| Company type | Private |
|---|---|
| Industry | Beverage |
| Founded | 1915 |
| Founder | Benjamin Rice Faunce |
| Headquarters | Burlington County, New Jersey , United States |
| Products | Non-carbonated cola beverage |
Boost! is a non-carbonated cola brand from the United States, manufactured by the Boost! Company. Originally known under names such as Tak-Aboost and Drink-Atoast (with several spelling variations), its primary market is concentrated in Burlington County, New Jersey.
History
The inception of Boost! dates back to approximately 1910 when Benjamin Rice Faunce developed the beverage, initially called Tak-Aboost. The trademark was officially registered in 1913, followed by the establishment of the Boost! Company in 1915. Initially promoted as a "health drink" designed to enhance endurance and strength for athletes, it was available as a non-carbonated soda, combined with seltzer water, or served in milkshake form.
During World War II, Boost! was distributed to members of the armed forces. After Faunce passed away in 1949, internal family disagreements resulted in a division that led to the creation of the Drink-Atoast Company, which marketed a comparable product. Tak-Aboost pursued legal action over formula rights but was unsuccessful and subsequently filed for bankruptcy in 1957. Following this, Drink-Atoast acquired the related trademarks and recipes.
In 1985, the brand adopted the name Boost! to present a "more energetic, marketable" identity, as stated by then-president Charles Dugan. Throughout the 1990s, Boost! successfully defended its trademark against Mead Johnson in court, culminating in a $350,000 settlement and Mead Johnson's withdrawal from sales within South Jersey. The company officially transitioned its corporate name from Drink-Atoast Company to Boost! Company in 1997.
The brand marked its 100th anniversary in 2013. To commemorate this milestone, President Daniel McDonough purchased a classic Ford Model A. Additionally, a documentary titled "Bottled Up: The Legend of Boost!" produced by Dean and Nicole Greco highlighted the brand’s history and was featured at film festivals held in Atlantic City and Cape May.