Eli Alegre
Chantal Chan
Bea Galang
Louie Lava
Gabriela Lorenzo
RSEARCH: CHOCO-VIM
1. What was the product?
Choco-Vim is a defunct chocolate-flavoured milk drink brand produced by Magnolia.
The beverage was popular in the 1960s to 1970s until it was rebranded to Magnolia
Chocolait, which persists until today. Choco-Vim came in differently-shaped glass bottles
with metal crowns (like todays typical soda bottles) and is often remembered by the kids who
were able to have it as a thirst-quenching drinking experience brought by its cold and creamy
chocolate texture. The rule was that before consuming it, one must shake it vigorously to
blend in the dark layer of chocolate that had already settled at its bottom.
An informal source also tells that the drink was soy-based, so there was nutritional
value in its formulation. We suppose that the word vim attached to its brand name (which
means energy and enthusiasm) meant that its soy content has a protein-providing function that
enhances stamina and supports body-building or muscle growth. The absorption then of these
benefits, especially for kids, was made easier and more enjoyable since it was in the form of a
chocolate drink.