The History of Nesquik (Nestlé Quik)

In 1948, Nestlé launched Nestlé Quik, a chocolate flavoring powder aimed at getting American kids to drink more milk. The product was introduced to Europe shortly after, under the name Nesquik. Both names were used until 1999, when Nesquik was adopted universally. Over the years, Nesquik has come in many different flavors aside from Chocolate, including Strawberry, Banana, Strawberry-Banana, and more. The brand is also known for its promotional efforts. For example, when the New York Mets came from behind to win the 1969 World Series, Nestlé created a series of commemorative canisters that are now highly sought after by collectors. The brand also created a cartoon pink rabbit for the launch of Quik Strawberry Powder in the 1950s. In 1973, the bunny was featured in a commercial for Nestlé Quik and his name was revealed to be Quicky the Nesquik Bunny. At that time, Quicky changed from a pink bunny to a brown bunny, an alteration intended to better represent the brand’s core flavor — Chocolate. In 1999, Nestlé and General Mills collaborated to release a cereal based on the popular chocolate milk mix; although it was discontinued in the U.S. in 2012, it is still sold in many other countries and is often purchased online by American fans. Nesquik has also been the subject of many legal issues stemming from false nutrition claims and the high amount of sugar in the product. In recent years, Nesquik has rebranded as a recovery drink for athletes; many people consider the drink a good option due to its carbohydrate-to-protein ratio.