|Industry||Food and Beverage|
|US, France, Italy, Canada, UK, China, other markets|
Since 1999, the brand has been known as Nesquik worldwide. Today, the Nesquik name appears on a wide range of products, including breakfast cereals, powdered mixes for flavored milk, syrups, ready to drink products, candy bars, chocolate fondue fountains, hot cocoa mix, and more.
- 1 History
- 2 Products
- 3 Advertising campaigns
- 4 In popular culture
- 5 See also
- 6 References
Nesquik began as a chocolate powdered flavoring mix in the United States in 1948, as Nestlé Quik. In the 1950s, it was launched in Europe as Nesquik. In countries with the Quik term (including the USA, Canada, Mexico, and Australia, where it was originally marketed under the name Nestlé's Quik), the name was changed to the worldwide brand Nesquik in 1999. The same year, Cereal Partners introduced Nesquik Cereal, a breakfast cereal that "turns milk into chocolate milk," which is similar to Coco Pops. Nesquik syrup products were introduced in 1981. Ready-to-do products were introduced in 1984.
On November 8, 2012, Nestlé USA issued a voluntary recall of limited quantities of Nesquik Chocolate Powder made and sold in the United States. These that were recalled were of the 10.9, 21.8, and 40.7 ounce tins. This recall only affected the chocolate variety; it did not affect the other varieties of the mix or any other products by Nesquik. This was the first known recall of a Nesquik product.
These tins were taken off the market after Nestlé was informed via a supplier, Omya Inc. that it had issued a recall of certain lots of one of its own products, calcium carbonate for Salmonella contamination.
Nestlé issued a statement on the recall stating: We apologize to our consumer and sincerely regret this incident.
On April 1, 2013, the official Facebook page of Nesquik USA posted a photo on their page depicting a broccoli-flavored ready-to-drink flavour of Nesquik. Many believed it to be true and were shocked. However, if one looked closer at the photo, there was a notice in the lower-left corner that it was not an actual Nestlé product. Nesquik USA announced later in the same day that it was an April Fool's joke.
In January 2017, Nestlé food scientists outlined a strategy to reformulate their drink mix to remove over half of the sugar content, citing consumer backlash against sweetened mixes and beverages.
- Nesquik Chocolate Powder was introduced in 1948.
- Nesquik Banana Powder was introduced 1954.
- Nesquik Strawberry Powder was introduced prior to 1960.
- Nesquik Vanilla Powder was introduced in 1979, but this was discontinued in 2006 for unknown reasons.
- Additional powder flavors have been introduced, but discontinued: Cherry (1989–1995), Mango (1991-2000), Cream (1997), Triple Chocolate (2002–2006), Honey (2001–2006), Crème Soda (sold in South Africa until recently),[when?] Caramel, Cookies & Cream.
The ingredients of the "classic" chocolate powder are:
- cocoa powder processed with alkali
- soy lecithin
- natural flavor
- vitamins and minerals:
Nesquik chocolate syrup was introduced in 1981. Strawberry was added in 1989. Mixed flavours such as Strawberry Banana and Chocolate Caramel have also been produced.
Not including refrigerated Nesquik which is made by Saputo Dairy.
- Nestlé introduced Ready-to-Drink Nesquik (Quik at the time) Chocolate Milk in 1983. Strawberry was added in 1987, and Banana was added in 1990. Vanilla and Double Chocolate are also available.
- Fat-Free Nesquik Chocolate Milk was introduced in 1998.
- Nesquik Milkshakes come in Chocolate and Strawberry. Chocolate Caramel was introduced in 2007.
- Nestlé introduced Nesquik "Magic" Straws in 2008
The ready-to-drink versions of Nesquik ended production in 2009 in the UK.
The ingredients of the ready-to-drink chocolate milk are:
- Reduced fat milk with vitamin A palmitate and vitamin D3 added
- High Fructose Corn Syrup
- Less than 2% of:
Nesquik Cereal was first manufactured by Cereal Partners in 1999. The cereal consists of small, about 1 centimetre in diameter spheres of chocolate cereal. Nesquik Cereal is most similar to General Mills' Cocoa Puffs; it is also their most direct competitor. Nesquik Cereal is also made with whole-grains and is thus a whole-grain cereal.
Nesquik Cereal is sold in dozens of countries worldwide such as the UK, Sweden, Canada, Mexico, France, and Hong Kong. It is sold throughout Europe, Africa, Asia, Oceania, the Middle East, South America, and parts of North America. It is currently available in 43 countries. It is available in 30 grams, 375 grams, 500 grams, 700 grams package sizes. Most Nesquik Cereal is manufactured in France by Cereal Partners.
It is also available in two other varieties, CioccoMilk (a filled square-shaped chocolate puffed rice-and-corn cereal), and Duo (the original variety, but with white chocolate flavoured rice-and-corn puffs.)
- Nestlé Nesquik chocolate candy bars were originally known as Nestlé Quik candy bars before the 1999 name change).
- A Nesquik Chocolate Fondue Fountain was recently introduced and is made by Smart Planet Home, using the Nesquik name and logo under license.
- A Nesquik flavor of Nestlé hot cocoa mix features bunny-shaped marshmallows and advertises 38% more calcium than regular hot cocoa.
- Nesquik also have a chocolate fromage frais range in the UK called Nesquick Chocolate Pots
- Nesquik is also present as capsule for Dolce Gusto system.
- Nesquik is available as a flavor of Ice-Screamers frozen novelties made by Nestlé.
- Nesquik created a Nesquik-powered race car for advertising, and marketing purposes.
Nesquik has had hundreds of various advertising campaigns over its long history. It has had ads from print ads to ads at the Tour de France, and Olympics in recent years. It has been advertised with close to one dozen mascots.
Jimmy Nelson, Danny O'Day, and Farfel
In 1955, Nesquik hired ventriloquist Jimmy Nelson to do its advertising on children's television programming. Nelson's dummy Danny O'Day would say that Quik "makes milk taste...like a mill-ion" (dollars). Danny and a dog named Farfel would finish the commercials by singing Nestlé's brand-new signature jingle:
- Danny: N-E-S-T-L-E-S,
- Nestlé's makes the very best...
- Farfel: Choc-'late
Farfel would finish with the sound of his jaw snapping shut. This effect was accidentally invented when Nelson's sweaty finger (a result of nervousness) slipped off the mouth control during his first audition in front of the Nestlé executives. This would normally be a serious technical mistake for a ventriloquist, but they actually liked it so much they insisted Nelson keep it in. Nelson performed the jingle that way for ten years.
Nesquik Bunny (a.k.a. Quicky)
A cartoon Quik Bunny first appeared on the cans of the strawberry flavor when it was introduced. Later, an anthropomorphic animated bunny wearing a large red "Q" on a collar-like necklace, was introduced in television commercials as the new chocolate Quik mascot. He debuted in 1973. The character is voiced by Barry Gordon.
He sings a new jingle in a rock-and-roll rhythm:
- "It's so rich and thick and choco-lik,
- That you can't...drink it slow...
- if it's Quik!"
Then he vocalizes only four notes "oh-bo-de-oh" and instead of vocalizing the fifth note which is "doh", he immediately sucks all of his drink down through a straw, then finishes the rhyme by forlornly intoning, "That's the saddest sound I know."
In the USA by 2003, the Quik Bunny was renamed the Nesquik Bunny and his "Q" changed to an "N" when the brand name was changed. He appears on the packaging and marketing and has appeared in the product's television commercials. The artist who made the redesign of the Bunny for its global implantation in the nineties was the cartoonist Ramon Maria Casanyes. In France, Italy, and Canada, he is known as Quicky the Nesquik Bunny. In Spain, there was no mascot prior to the introduction of Quicky in 1990/1991.
The Nesquik Bunny is also featured on the packaging and advertisements for other Nesquik products.
Appearances in other media
- The Quik Bunny was parodied in the animated television series Drawn Together episode "Unrestrainable Trainable" where he was found engaging in sexual activity with three of the main characters and stunned at the contents of his "chocolate milk".
- A promotional comic with Superman
- The Adventures of Quik Bunny comic
France and Greece first had another mascot for Nesquik, which was a giant fat yellow dog cartoon monster with a deep voice, wearing a hat with red and white stripes, called Groquik—a variation of Gros Quik ("Fat Quik"), created by Gilbert Mast and puppeteered by Yves Brunier. In Greece, the mascot was called Κουικάρας (or Quikáras—English: "Big Quik") He was later replaced by Quiky, much to the discontent of fans who protested against the lack of a sympathetic character and the Americanism.
The character was created in 1978. His first appearance was in the French magazine, Téléjunior in April 1979. The designer of the character was Gilbert Mas. In the French advertisements where Groquik was depicted; he was a puppet character portrayed by renowned French puppeteer Yves Brunier, who manufactured and portrayed puppets as a ventriloquist. He has also created famous characters such as Casimir, I'ile aux enfants, and worked on The Muppet Show.
The Greek character's catchphrase was: "I have a craving for Neskouik!" (At the time, this translated into Quik, as the name had not yet been changed) The French character's catchphrase was the same but in French. These catchphrases were passed on to their successor, the Nesquik Bunny. In the Greek television ads, Kouikaras would chase after thieves who kidnapped children, after trying to steal their Quik; the children refused to give their Quik to the thieves so the thieves stole the children along with the Quik. Kouikaras would catch the thieves, saved the children, and returned the Quik to the children. Over the years, this basic advertising format spawned various variations such as ads where pirates stole Quik and kidnapped children, and they were saved by Kouikaras; another version followed the basic format but was instead set in space. Many other versions followed this format, and some still follow this format today with the Nesquik Bunny.
The last ad with Kouikaras (which was played in Greece) showed a train at a train station soon to be leaving the station. Kouikaras was at the station, and dozens of children at the station said goodbye to Kouikaras, soon after he boarded the train, and it began to leave the station. As it left the station, and the children waved goodbye, thieves once again stole the Quik, and Quiky the bunny (who had been at the station the entire time) caught the thieves and returned the Quik back to the children.
In 2001, Nesquik launched a website, which was dedicated to Groquik. The website contained old Nesquik commercials and advertisements, contests, e-cards, logos, and more.
In Portugal, the mascot was a kangaroo, Cangurik, which was replaced by Quiky in 1989/1990. The song "Cangurik" was recorded by Suzy Paula in 1982. Joel Branco recorded "Uma Árvore, Um Amigo", with Cangurix on the cover, in 1984. "Amigos do cangurik" (1986) was a collection of trading cards. There was a club named "Clube do Cangurik".
In Italy, before the arrival of Quicky, the mascot was an anthropomorphized box of Nesquik called Mr. Quickness.
Nesquik Cereal is advertised in the 43 countries in which it is sold. It is mainly marketed via television, though there have been several online and print ads for the product. All ads for the cereal tend to include the Nesquik Bunny.
2012–2013 attempted TV ad ban in England
The attempted ban revolved around a Nesquik chocolate powder TV ad, created by Momentum London, which attracted five complaints to the Advertising Standards Authority.
The ad for Nesquik chocolate milkshake stated: "You know, kids only grow up once, which is why they pack their days full of the good stuff. So start theirs with a tasty glass of Nesquik at breakfast. It has essential vitamins and minerals to help them grow and develop because all this laughing and playing can be hard work." An animation showed the ingredients "Vitamins D, B & C", "Iron", and "Magnesium" adjacent to a glass of the product, mixed with milk. On-screen text during the ad read, "Enjoy Nesquik as part of a balanced diet and healthy lifestyle".
Some angry consumers complained the ad encouraged poor nutritional habits, as the advertisement had suggested that the product was suitable to give for breakfast to children on a daily basis. Five of them reported the advertisement to OFCOM.
Clearcast, the agency that regulates television advertisements, said that it understood that the amount of sugar that is in a single glass of prepared chocolate Nesquik is "well within" the World Health Organisation’s guidelines for daily sugar consumption.
To support its case and defense, Nesquik commented on the ad's reference to iron, magnesium Vitamin B, Vitamin C, and Vitamin D. It said that health claims for these micronutrients, in relation to growth and development and maintenance of bones and teeth, had been positively tested by the authorities. Nestlé also said the benefits of drinking milk were well known and that Nesquik was suitable to be consumed once a day, as part of a balanced diet and healthy lifestyle.
The ASA has ruled in favour of Nestlé, saying that it noted Nestlé provided nutritional information on its packaging and website. Furthermore, it said it did not consider that the level of sugar in the product was so high as to preclude sensible daily consumption. The ASA has ruled that further action was not necessary.
In popular culture
- Southern Baptist minister and comedian Reverend Grady Nutt told a joke in his stand-up act in which a minister, possessing a suitably charismatic voice, could read the ingredients off a box of Nestlé's Quik, putting the proper meaning and interpretation into words like niacin, thiamine, riboflavin, "and people would stand weepin' and volunteerin' for foreign missions!"
- In "The Launch Acceleration" episode of the fifth season of TV series The Big Bang Theory, it was revealed that the Strawberry Quik (along with Pepto-Bismol) is the favorite pink fluid of Dr. Sheldon Cooper, in a "hot date" with Dr. Amy Farrah Fowler as the latter attempts to transfer his attachment to several items towards her.
- In Disney's 2012 film Wreck It Ralph, the Nesquik chocolate milk mix appears when Fix-It Felix and Sergeant Calhoun fall from a double-stripe in Sugar Rush. The sign in the mix said "Nesquik Sand" (a pun on the word "quicksand".)
- In the 140th episode of Epic Meal Time, the cast of the Canadian web series created a chocolate-filled breakfast with Nesquik-covered bacon.
- Tyler Zetting, the starting goalie for Western Washington University's men's hockey team, said that he made a promise early in their team's season, "I don't know why I said this, but I promised the whole team Nesquik if we won the national championship," he reportedly said. After each win for the team, they would reportedly chant: "One game closer to Nesquik." After they won National Associated of Intercollegiate Hockey Championships in Buffalo, NY on March 17, Zetting said, "The first thing we chanted after we won, as we were taking our pictures, the whole team started chanting, 'Nesquik,'" Zetting said. "Everyone in that rink was like, 'What are they saying?' And I had to buy everyone Nesquik."
- The rap group House of Pain mentions "Strawberry Quik" in the song "Boom shalock lock boom"
- Singer "Weird Al" Yankovic mentions Strawberry Quik in the song "Your Horoscope For Today."
- A parody of Groquik appeared in episode 7 of Les Kassos, in which he does a poor job at hiding his racism.
- "About Nesquik- Brand Heritage". Nestlé Middle East FZE. Retrieved 2015-01-17.
Developed in the United States of America in 1948, we were originally known as Nestlé Quik [..] In the 1950s the brand was launched in Europe as NESQUIK®. This followed with a worldwide name change for the brand and then from 1999 onwards it became NESQUIK® in all countries.
- "Nesquik Breakfast Cereal". Nestlé. Retrieved 2015-01-17.
The only breakfast cereal with the irresistible taste of Nesquik chocolate in every bite. [etc]
- "Chocolate and Strawberry Powder, Syrup, and Products – NESQUIK". Nestlé. Retrieved 2015-07-15.
Nesquik Powder [..] Nesquik Syrup [..] Nesquik Ready-to-Drink
- "Nestlé USA Announces Voluntary Recall of NESQUIK® Chocolate Powder". FDA. November 8, 2012. Retrieved April 4, 2013.
- Bengle Gilbert, Carol. "Nesquik Recall Q and A: Are Your Kids Safe?". Yahoo! News. Retrieved April 4, 2013.
- McMullen, Laura (November 12, 2012). "HealthBuzz: Salmonella Concerns Prompt a Nestlé Recall". US News. Retrieved April 4, 2013.
- "RECALL: Nestlé NESQUIK Chocolate Powder Recalled For Salmonella". Novi Patch. Retrieved April 4, 2013.
- "Nesquik Chocolate Powder recalled". CBS News. November 8, 2012. Retrieved April 4, 2013.
- Hsu, Tiffany (9 November 2012). "Nestlé recalls Nesquik chocolate powder over salmonella concerns". Los Angeles Times.
- "April Fool's: Nesquik Launches Broccoli Milk". ShoppingBlog. Retrieved April 5, 2013.
- "April Fools Goes High Tech In A Big Way". My.Hsj. Retrieved April 5, 2013.
- "Nestlé Seeks to Sweeten Nesquik Sales by Cutting Back on Sugar". The Wall Street Journal. Retrieved February 6, 2017.
- (in Portuguese) Nesquik Caramel - Nestlé | Calories of the food (relatively caloric for a product marketed at children, was sold in Brazil along the decades of 1990 and 2000)
- "Nesquik Powder Chocolate 9.3 oz". Retrieved 14 April 2017.
- "Lose weight & improve your health with a real food diet - Fooducate". Retrieved 14 April 2017.
- Thompson, Stephanie (29 March 1999). "NesQuik Redux: Here Comes The Cereal". Brandweek. Retrieved April 3, 2013.
- "Making healthy breakfasts easier" (PDF). Nestlé. Retrieved April 2, 2013.
- "NCF-1NesquikChocolateFondueFountain.pdf" (PDF). Smart Planet Home. Retrieved April 3, 2013.
- "Nesquik Stuff Gallery". Taquitos. Retrieved 13 April 2013.
- J.C. Johnson (2005). "Jimmy Nelson: Warm Memories of Danny O' Day, Farfel, & Chaaawwwwclate". Talking Comedy.com. Retrieved 2010-11-16.
- "Advertising Design". Ramon Casanyes SL. Retrieved 2016-05-29.
- S., Michelle. "Interview with Yves Brunier/ Casimir". I'ile aux enfants. Retrieved April 5, 2013.
- Reynolds, John (27 March 2012). "Nesquik chocolate milkshake TV ad escapes ban". Marbanning Magazine. Retrieved 5 April 2013.
- "Chocolate Breakfast (Go balance yourself)". Epic Meal Time. Retrieved April 5, 2013.
- "WWU hockey club drinks in national title". The Bellingham Herald. March 25, 2013. Retrieved April 5, 2013.
- Canal+. "Grocouak, personnage de la série Les Kassos". Retrieved 14 April 2017.