Tjolk was a Dutch milk drink that was created by Coberco and sold from 1977 to 1984 and was revived in 2010 and 2013.[1][2]
| Type | Flavored milk |
|---|---|
| Country of origin | Netherlands |
| Introduced | 1977 |
| Discontinued | 1992, 2010 and 2015 |
| Flavor | Chocolate, strawberry and banana |
Information
editThe drink was first sold in the Netherlands in 1977. It was marketed with the slogan, "Tjolk is lekker, overal en altijd!" (Tjolk is tasty, everywhere and always!).[3] The packaging for the drink featured colorful cartoon drawings of animals including cows, bunnies, monkeys and bears[3] and the brand had many commercials aimed at children.[2] The original drink was a sweet drink with various additives.[4] The brand was discontinued in 1992 when Coberco merged with Friesland Foods with concerns of the brand needing updated and being unable to compete with the more successful brand, Chocomél.[1]
The brand was purchased by Sjoerd Stouten in 2010 from Friesland Foods[5] as he felt the brand still had name value,[6] but the revival was unsuccessful.[7] Tjolk was removed from stores after it became known that it could spoil prematurely. Customers were warned not to drink the products and to throw them away.[8][9] An entrepreneur named Niek Nielen from the Galatrada company bought the rights to the brand in 2013.[4] Changes were made to the drink, as it only used natural ingredients and had less sugar with real fruits being used instead.[4] The brand hit the shelves in 2014 with three flavors - chocolate, banana and strawberry.[10] The brand was supposed to build on nostalgia.[11] Nielen had also planned to expand the brand to Belgium, Germany and France.[12] The brand won an award for best product of the year in 2014–15.[13] The brand managed to get into 1500 stores, however, the success was short lived. The brand was discontinued and sold again in 2015.[2]
In popular culture
editTjolk featured advertisements in Donald Duck comic books during its initial run[5][14]
Tjolk sponsored a speed skating team in 2015 that was known as "Team Tjolk".[15] One of its athletes, Evert Hoolwerf, won the KPN Cup in 2015.[15]
References
edit- ^ a b Tjolk loopt weer als een trein, web: AD, 2014, retrieved 13 March 2023
- ^ a b c Koenis, Chris (2017), Comeback retromerk Tjolk van korte duur: 'Ik heb gegokt en verloren', web: RTL Nieuws, retrieved 13 March 2023
- ^ a b Pel, Anne-Fleur (2015), Retromerken maken een comeback; ken jij ze nog?, web: Metro Nieuws, retrieved 13 March 2023
- ^ a b c Giesendorf, Rob (2017), Tjolk: the rise and fall and rise and fall., web: Mr. Beverage, retrieved 13 March 2023
- ^ a b Kinderdrank Tjolk bezig met comeback, web: Business Insider NL, 2009, retrieved 13 March 2023
- ^ Vandermeer, T. (2009), Tjolk keert terug in het schap, web: Evmi, retrieved 13 March 2023
- ^ Van Dyke, Mignon (2014), Tjolk keert terug in supermarkt, web: Nieuwe Oogst, retrieved 13 March 2023
- ^ Fygi, Kari-Anne (2014), Initiatiefnemer Tjolk strijdbaar na recall, web: Bio Journal, retrieved 13 March 2023
- ^ Tjolk zuiveldranken uit de handel, web: Het Parool, 2010, retrieved 13 March 2023
- ^ Over, web: AD, 2016, archived from the original on 2016-01-11, retrieved 13 March 2023
- ^ Fygi, Kari-Anne (2014), Tjolk gaat het voor de derde keer proberen, web: Adformatie, retrieved 13 March 2023
- ^ van Zoelen, Bart (2014), Tjolk zuiveldranken uit de handel, web: Het Parool, retrieved 13 March 2023
- ^ Fernhout, Almar (2015), Over, web: Debeterewereld, retrieved 13 March 2023
- ^ Tjolk komt weer terug, web: Fonk Magazine, 2009, retrieved 13 March 2023
- ^ a b Hoolwerf wint marathon in Amsterdam, web: Het Parool, 2015, retrieved 13 March 2023