The beef is back in Bovril

Unilever UK has restored the beef to Bovril three years after it was removed over concerns about BSE in the UK. The “beef tea” is returning to stores now with new packaging to highlight the change.

The packaged goods giant decided to return to its original recipe after the ban on British beef exports was lifted in March. A “beef” stamp on-packs will remind customers of the change.

Unilever was forced to reformulate Bovril in June 2004 after the ban on British beef exports meant that its exports sales dropped from 20% to just 7%. The recipe was changed to make it a vegetarian product similar to Marmite, which could still be used as a drink, spread or stock.

Bovril has been exported around the world for 100 years and is sold in countries such as Malaysia, Singapore and China.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here