Bovril is a blended meat extract created by Scotsman John Lawrence during the Franco-Prussian War (1870-1871). Made primarily from Beef, Bovril quickly associated itself with ideas of British nationalism and the caricatured embodiment of Britain, ‘John Bull’. This was certainly the case during the Second South African War when Bovril advertisements explicitly told of its nutritional value for troops at the front (Steinitz, 2017). Readers of British newspapers in 1901 were met with the claim that Bovril was ‘the most acceptable and useful present that Tommy Atkins can receive’ as only Bovril could sustain men’s strength through gruelling marches and equally exhausting battles (‘Send a Case of Bovril’, 1901).
At the forefront of such advertising was Bovril’s association with muscular and strong physiques. Advertisements at the beginning of the twentieth century claimed that ‘Bovril means vigour and strength’ or that ‘Bovril is a strength giver and muscle former’ (Steinitz, 2017). Somewhat surprisingly given its explicit association with male bodies and endurance, Bovril’s use of physical culturists was less impressive than Plasmon. The latter counted Sandow, Miles, Neil and a host of other physical culturists in their advertising material, Bovril’s British agents satisfied themselves with less popular physical culturists, those whom only the most devout would recognise.