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For the verb insure, see insurance.
Ensure product line up June 2012.jpg
June 2012 Ensure product lineup
Type Dietary supplement, Meal replacement
Manufacturer Abbott Laboratories
Country of origin United States
Introduced 1973; 44 years ago (1973)
Website ensure.com

Ensure is the brand name of nutritional supplements and meal replacements manufactured by Abbott Laboratories.

In 1903, Harry C. Moores and Stanley M. Ross launch the "Moores & Ross Milk Company" which specialized in bottling milk for home delivery for the first few years.[1] By 1964, however, the company merged with Abbott Laboratories. In 1973, a drink called Ensure was first marketed by Ross Laboratories in 1973.[1]

In the 1990s Ensure and other nutritional drink brands like Sustacal, Boost and Resource were fiercely competing to capture market share among healthy adults.[2] In 1996 Ensure had sales of about $300 million and accounted for 80% of protein supplement sales; Abbott spent $45.4 million to advertise Ensure during the first nine months of 1996, around 70% more than it spent during the same period of 1995.[3] In 1995 the Center for Science in the Public Interest said that ads for Ensure were "the most misleading food ad" of that year.[2] In 1997 Abbott settled charges from the Federal Trade Commission that it was falsely marketing Ensure as having a similar amount of vitamins as multivitamin supplements, as being recommended by doctors more than any other nutritional supplement, and as being recommended by doctors as a way to stay healthy and active for people who were otherwise healthy.[2][4]

Ensure has been used in the force feeding of hunger-striking prisoners at Guantanamo.[5]

When Abbott split off its pharmaceuticals division, Abbvie, in 2013, the Ensure product line remained with Abbott with the other nutritional products.[6]

As of 2016, variants of Ensure included:[7]

  • Ensure Original
  • Ensure Original Pudding[8]
  • Ensure Plus
  • Ensure Enlive
  • Ensure High Protein
  • Ensure Clear
  • Ensure Light
  • Ensure Compact
  • Ensure Original Nutrition Powder
  • Ensure Muscle Health[9]

As of 2016, Ensure Complete had been discontinued.[10]


  1. ^ a b "Ross Laboratories". Ohio History Central. Retrieved 25 October 2016. 
  2. ^ a b c Burros, Marian (8 January 1997). "Eating Well". The New York Times. 
  3. ^ Gellene, Denise (3 January 1997). "Ensure Maker Settles Ad Charges". Los Angeles Times. 
  4. ^ "Docket No. C-3745: In the Matter of ABBOTT LABORATORIES, a corporation." (PDF). FTC. May 30, 1997. 
  5. ^ Photos from Guantanamo’s force-feeding facilities, Washington Post 10 May 2013
  6. ^ Marbury, Donna (November 29, 2012). "As Abbott and AbbVie move toward split-up, Wall Street waits". Medill Reports. Retrieved 26 October 2016. 
  7. ^ "Ensure Products". Ensure. Retrieved 26 October 2016. 
  8. ^ "Ensure Original Pudding". Abbott Nutrition. Retrieved 26 October 2016. 
  9. ^ "Muscle drink with HMB targets the middle-aged". LA Times. May 29, 2011. Retrieved 26 October 2016. 
  10. ^ "Ensure Complete". Ensure. Retrieved 26 October 2016. 

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