OXO with hot milk – advert, c1935
In 1840 a German chemist called Baron Justus von Liebig invented meat extract. It wasn’t properly commercialised until 26 years later when the Liebig’s Extract of Meat Company (Lemco) was formed. In 1899 the company brought out Oxo a cheaper version of the extract. The name is derived from Ox. The famous Oxo cubes came out in 1910 when the company developed a solid version that could be sold for just one penny. Already the company had sponsored the 1908 Olympic Games in London (along with Odol mouthwash and Indian Foot Powder).
The sponsorship deals and the relatively cheapness of the product meant that during World War 1 – Oxo cubes were extremely popular and it has been estimated that 100 million Oxo cubes were provided to the armed services.
Bring them up on Oxo – 1919
1959 Oxo ad Ragout of Beef
1959 Oxo ad Brisket Roundabout recipe
Oxo ad from 1916. It’s been estimated that 100 million cubes were consumed during WW1.
“A perfect nightcap” Oxo with Hot Milk – 1930
“Beef in Brief” – ad from 1933
Be Perky! Plump! Protected! Ad from 1938
Sooner or later you’ll hear it said… ad from 1953
Where there’s cooking there’s OXO ad from 1954
Ad from 1954
“Your bed-time beverage” ad from 1955.
“You don’t cook like Mother did…” Oxo gives a meal man-appeal! Ad from 1959
Kiddies need the extra warmth of OXO – ad from 1946 (Punch magazine).
From Woman and Home magazine, March 1943
OXO ad from Punch – October 23rd 1944
OXO Punch – January 18th 1950
Oxo makes cooking SO easy – ad from 1952
OXO ad from Womens Pictorial magazine – March 31st 1951
OXO Punch – November 17th 1941
“Oh John I like to make mine last…” OXO Punch – October 19th 1942
1959 Oxo ad Oven Beef Loaf
Ready and Reliable – Oxo Cube ad WW2