Toddy (PepsiCo)


Toddy (PepsiCo)

Toddy is a powdered milk drink manufactured by PepsiCo. As of today, it is only marketed and sold in Brazil and Venezuela, but in the 1950s-1960s it was marketed towards Americans, especially at drive-in movie theaters where it was advertised with the cartoon mascot "Rodeo Joe".

History

Toddy was established in 1930 by Puerto Rican Pedro Erasmo Santiago combining the characteristics of two drinks: the escocesa Toddy (the egg yolk base of egg, honey, cream of milk and whiskey) and the Caribbean Rum Toddy, (the base of cacao, molasses of sugar cane and rum).

On March 15, 1933, Pedro Erasmo Santiago got licensed by the provisory government of Getúlio Vargas to commercialize the product in Brazil. He innovated in advertising campaigns even though contracting airplanes to write the name of the product with smoke in skies of Rio De Janeiro. In the 1940s, Toddy started being produced in Venezuela, and it's still a very popular beverage in this country.

Pedro Erasmo Santiago also commenced production of Toddy in Argentina, Portugal, Spain and distributed the product in the carribean islands of Dominican Republic and Cuba. He also ventured into various food processing activities, including fruit juices under the trademark Yukery. In Brazil the juice was called Yuky and in Venezuela Yukery.

Back in the 1950's and as result of this venture into juice production, Pedro Erasmo Santiago established the largest juice processing and juice concentrate facility in the world, established in Brazil.

After his death on February 8th 1966, his youngest Son Erasmo Julian Santiago Mejia(August 12th 1936-February 12, 2008) took over the operations, later selling the companies in Venezuela due to pressure from the national government and banks in 1986.

In 1981, Toddy Brazil was sold for the Quaker Oats, that introduced in the following year the Toddynho, a chocolate milk drink aimed at the consumption that has infantile public.

In recent years the mark comes if modernizing, mainly after the purchase of Quaker Oats by PepsiCo in 2001. Currently the advertising campaigns are covered with a star and three cows with young spirit.

Toddynho

Toddynho (Toddy + Portuguese diminutive suffix) is a line of powdered chocolate milk products also manufactured by PepsiCo. It was launched in 1982, having an infantile public-target. The drink is its more well-known than traditional Toddy and is distributed in packings of 200 ml.


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