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OXO
Preserves

Proprietary beef bouillon extract in dry cube form. Now also produced in other flavours.



The Liebig Extract of Meat Company (Lemco) was established in London in 1865 and began producing liquid meat extracts using the process developed by the German chemist Baron Justus von Liebig (1803-1873). The meat was largely sourced from the plant at the port of Fray Bentos in Uruguay, the Liebig company later using the town's name as a brand for tinned corned beef and pies.

From the 1890's Liebig began producing a range of alternative liquid meat extracts under the OXO brand. The solid cube from of OXO was introduced in 1910, followed by a range of glandular extracts, culture media and other industrial meat extracts under the 'Oxoid' name.


Hull Daily Mail - Wednesday 2 March 1938


From the start, OXO became well-known for its ingenious advertising aimed at making it synonymous with health, strength and endurance by sponsoring athletic events such as a London to Brighton Walk, and the 1908 London Olympics, where they supplied the runners in the marathon with sustaining drinks of OXO.

OXO's iconic Art Deco London factory - now used as residential and retail premises - has four sets of distinctively-shaped windows in its tower which happen to spell out the name 'OXO'.

See: Marmite




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