267. Borden’s HEMO Chocolate Drink, Print Ads 1951-61

BORDEN'S HEMO,1951.

Borden, Inc., was once America’s  largest  producer of dairy and pasta products, founded by Gail Borden Jr. back in 1857. Its first product was condensed milk, and then began selling evaporated milk in 1892.  

In due time, Borden also forayed into ice cream, for which it was well-known. Other products included Meadows Gold Milk and the popular pre-war brand HEMO Chocolate-Flavored Food Drink.

Borden’s HEMO was introduced as a new way to drink milk, with its deep, rich, malty flavor. It was fortified with vitamins and minerals and was positioned as a family drink that fights fatigue, renews energy and vitality. 

The brand name was thought to have been derived “hemoglobin”, as HEMO contain vitamin B11 or folic acid, folate and Iron which is good for the blood and for anemic people.

Borden’s HEMO reached the Philippines beginning in the 50s decade, imported  by Borden  Co. International which put up a Philipine distribution office. 

BORDEN'S HEMO AD,1951

The chocolate product was sold in cans. It actively advertised in magazines,  and its simple, black and white advertising were a far cry from the full color ads in the U.S. that featured the Borden mascots, Elsie and Elmer the cow.

BORDEN'S HEMO 'STAMINA' AD,1957

The small ads also featured the bovine character, who vouches for HEMO’s great chcolatey test and health-giving benefits.

HEMO "Active Lady" 1951 AD, AND HEMO "NAMARCO" AD,1961

“It’s good,!” says Elsie the Borden Cow. The product was marketed nationwide, with its own roving delivery trucks. Borden;s HEMO, however, did not last a decade in the Philippines.

 

BORDEN'S HEMO DELIVERY TRUCK IN ANGELES,1950s

In later years, Borden, the company suffered significant loses and was sold  by KKR and American global investment firm in 1995. It divested itself of its various food products operations and the Borden dairy brands were used by Borden Dairy Co. for milk and by Dairy Farmers of America for cheese. On January 5, 2020, Borden Dairy Company and 16  affiliated companies filed Chapter 11 bankruptcy in the U.S. District Court for the District of Delaware.