Bosco chocolate syrup has been a beloved chocolate syrup brand since 1928. With its distinctively thick, dark chocolate flavor, Bosco syrup became popular as a ice cream topping and ingredient in chocolate milk and other treats. So does this iconic chocolate syrup brand still exist today?
The History of Bosco Chocolate Syrup
Bosco chocolate syrup was invented in 1928 by the Bosco Company. The syrup quickly became popular due to its rich chocolate taste and thick, creamy consistency. By the 1950s, Bosco had become one of the top selling chocolate syrups in the United States.
For decades, Bosco syrup was a fixture in many American households. The classic Bosco syrup bottle with its orange and brown logo was recognizable to generations of children who grew up enjoying Bosco chocolate milk and ice cream sundaes. Bosco’s popularity extended beyond home use – it could also be found in diners and ice cream parlors across the country.
The brand has changed hands several times over the years. The Bosco Company was acquired by Dunkin’ Brands in the 1960s. Later, in 1984, Bosco was sold to Monarch Foods. Then in 2004, it was purchased by Parmalat. Most recently, in 2006, Jarlsberg Group bought the Bosco brand.
Through all of these changes in ownership, Bosco chocolate syrup continued to be produced and sold, maintaining its nostalgic place in American culture for almost 80 years.
The Decline of Bosco Syrup
While Bosco chocolate syrup maintained a strong presence for much of the 20th century, its popularity slowly declined over the decades. By the 1990s, competitors had begun cutting into Bosco’s market share.
One of the major blows to Bosco came with the rise of Hershey’s chocolate syrup in the 1990s and 2000s. Aggressive marketing campaigns helped Hershey’s surpass Bosco as the top selling chocolate syrup brand in America. Bosco struggled to compete with Hershey’s distribution power and brand recognition.
Another factor in Bosco’s declining sales was a change in consumer preferences. Americans began moving away from buying syrups and towards ready-made flavored milk drinks and chocolate milk substitutes. Brands like Nesquik, Hershey’s, and store brands offered convenient pre-mixed chocolate milk options.
While still available on store shelves, Bosco lost its standing as a top chocolate syrup contender. Distribution to stores became more limited and marketing support for the brand tapered off compared to its heyday in the mid 20th century.
The Discontinuation of Bosco Syrup
In 2008, after 80 years in business, the Bosco Company announced that it would cease production of Bosco chocolate syrup. The brand had declined to the point where it was no longer profitable to continue making the syrup.
Bosco cited “changes in consumer demand” as the reason for the discontinuation of their iconic chocolate syrup. With syrups declining in popularity compared to ready-to-drink chocolate milk and stiff competition from bigger brands, Bosco could no longer compete in the changing marketplace.
For lovers of the classic Bosco taste, the discontinuation of the syrup was disappointing news. The uniquely thick, dark Bosco chocolate flavor profile had a nostalgic appeal that many felt was lost with the brand’s demise.
After 2008, remaining stock of Bosco syrup continued to be sold in some stores until supplies ran out. But once the last bottles were sold, new Bosco chocolate syrup ceased to be produced.
The Brief Return of Bosco in 2017
In 2017, nearly a decade after Bosco syrup was discontinued, the brand made a brief and limited comeback. The parent company of Bosco, Jarlsberg Group, worked with a retailer to bring back the beloved syrup for a limited run.
The revival was announced by Dan Reese, the president of Jarlsberg Foods North America. According to Reese, “We’re excited to re-introduce Bosco, a brand remembered fondly by many.” A deal was struck with retailer Meijer to bring back Bosco chocolate syrup to the shelves of around 200 stores for a limited time.
For the short window in 2017 when it was again available, nostalgic Bosco fans flocked to Meijer stores to stock up on bottles of the syrup. After an absence of almost ten years, devoted chocolate syrup lovers were thrilled to enjoy the classic Bosco taste once again.
However, the comeback was extremely short-lived and available only in a small number of retail locations. Once the limited supply sold out, the revived Bosco syrup disappeared again.
The Status of Bosco Today
Currently, original Bosco chocolate syrup remains discontinued. The limited 2017 revival did not lead to a permanent bring back of the syrup.
The Bosco brand does continue to exist today, but not with their original flagship chocolate syrup product. In 2011, Jarlsberg Group re-launched the Bosco brand name on a new line of milk products called Bosco Sticks. The snack sticks are marketed as “chocolate chip cookie flavored crisp wafers”. However, they bear no resemblance to the discontinued chocolate syrup.
Bosco Sticks represent Jarlsberg Group’s attempt to leverage the nostalgia of the Bosco brand name on a new, more profitable product line. While the chocolate syrup that made the brand famous is gone, the Bosco name lives on through the snack sticks.
Beyond the Bosco Sticks, it appears the original Bosco chocolate syrup remains retired indefinitely. Short of another limited revival, authentic Bosco syrup is a discontinued product with no current production.
Where to Find Bosco Syrup Today
Since genuine Bosco chocolate syrup is no longer manufactured, bottles of the original syrup are extremely difficult to find today. However, there are a few options for lovers of the classic Bosco taste who hope to experience it again:
- Search online auction and resale sites – Vintage, unopened bottles of Bosco syrup sometimes appear on sites like eBay from sellers clearing out old supplies. Expect to pay high prices due to rarity.
- Look for old stock in obscure retailers – Very infrequently an outdated bottle of Bosco turns up on the shelves of small, out of the way retailers. These are rare finds.
- Buy on secondary markets – Some online specialty food retailers acquire stocks of vintage, discontinued products like Bosco and resell them at premium prices.
- Make your own version – Recipes claiming to duplicate the classic Bosco syrup flavor profile can be found online. However, the original formula remains a secret.
Outside of these niche avenues, Bosco syrup largely exists today only as a fond memory for those who grew up with the iconic American brand.
Why Did Bosco Chocolate Syrup Disappear?
There are a few key reasons why Bosco chocolate syrup eventually disappeared from the market after over 80 successful years:
- Changing consumer preferences – Syrups declined as ready-to-drink chocolate milk and powder mixes grew in popularity. Bosco did not adapt to this changing demand quickly enough.
- Competition – Rival brands like Hershey’s dominated advertising and store distribution, reducing Bosco’s visibility and sales.
- Smaller marketing budget – Compared to bigger companies, the smaller Bosco brand did not have the resources for marketing campaigns needed to stay relevant.
- Lack of innovation – Beyond the original syrup, Bosco did not add new flavors, products, or packaging to excite interest.
- Loss of brand relevance to younger generations – Younger demographics were less attached to tradition and nostalgia for the vintage Bosco brand.
While passionate Bosco fans remained, the brand simply could not compete in a changing marketplace against stronger players. Unable to spark renewed interest in the classic syrup, discontinuation became the only viable option for the company.
Could Bosco Syrup Make Another Comeback?
Given the strong nostalgia and affection that still exists for the taste of original Bosco chocolate syrup, many fans hold out hope that it could someday make a permanent comeback. However, another revival for Bosco syrup seems unlikely at the present time.
For a true comeback to occur, a company would need to believe there is enough viable commercial interest and potential profit to justify restarting production of the syrup. Given Bosco’s steady decline over recent decades, this seems doubtful unless consumer demand radically shifted.
The limited 2017 revival did deplete the last known reserves of remaining Bosco syrup, making a new batch a requirement. The original formula and process for the syrup may also present challenges to reproduce after so many years out of production.
For now, the Bosco chocolate syrup many Americans grew up with appears destined to remain a memory. Never say never, but a dramatic Bosco comeback seems a remote possibility at best.
Bosco’s Place in Chocolate Syrup History
Though its shelf life ended, Bosco chocolate syrup earned a permanent place in chocolate syrup history:
- It was one of the first mass-produced chocolate syrup brands starting in 1928.
- The brand dominated the first half of the 20th century as America’s best selling chocolate syrup.
- Distinctive for its thick, dark chocolate flavor that set it apart from competitors.
- Inspired fierce brand loyalty and nostalgia that persists decades after discontinuation.
- National distribution established chocolate syrup as a staple in American homes.
- Bright orange logo and graphics featured one of the most recognizable bottle designs.
- Served as a quintessential ice cream and chocolate milk topping for generations.
With its rich history and uniquely thick chocolate taste, Bosco syrup earned its reputation as an icon of Americana. For chocolate syrup purists, many still consider Bosco the one and only.
The Outlook for Bosco Syrup
For the foreseeable future, true Bosco chocolate syrup will likely remain a discontinued product re-experienceable only through nostalgic memories. While never say never, a national re-launch of the iconic syrup seems improbable based on the brand’s commercial history.
The Bosco name may continue to appear on shelf-stable snacks like Bosco Sticks which revive the brand equity. But the authentic syrup itself has probably seen its last days as a mass consumer product.
Nostalgic fans had hopes the limited 2017 comeback might lead to the permanent return of Bosco syrup. But with no continuation after supplies sold out, hopes have been dashed again.
Never as popular with younger generations, the market for revived vintage chocolate syrup is smaller than Bosco’s 20th century heyday. For most Americans going forward, Bosco will be remembered as a fond piece of food history more than a product for the modern pantry.
Still, for those with sugary memories of the original Bosco syrup taste, the chocolate milk and ice cream topping’s disappearance leaves behind a craving difficult to satisfy. The efforts some go to tracking down the last elusive bottles speaks to the brand’s powerful nostalgia.
Bosco may now be a brand of the past, but the memories carry on. For chocolate syrup aficionados, the search continues for a modern replacement that captures the unmistakable Bosco experience so many remember fondly.
