In the early twentieth century, many food companies realised that marketing products directly to children could be worthwhile. Recent research has confirmed that they were quite correct to suppose that advertising could influence children’s preferences both for types of food and for particular brands (McGinnes et al, 2006). There is a positive aspect to this development, as it is evidence that children were seen as consumers in their own right and could/should influence decisions about what they ate. One company which put a huge amount of resourcing into this was Ovaltine. Ovaltine is a drink combining barley malt, milk, egg and cocoa, which was first formulated by Dr George Wander in 1904. It was promoted, and still is promoted, as a healthy drink, rich in vitamins and minerals. (R.Twining and Co., 2023). In the 1930s, it launched a hugely impressive – some might say aggressive – multi-pronged advertising campaign, targeted squarely at children. It provided a model for others to follow, although it remained exceptional in its comprehensive scope.