"At that time, malt milk creamer was not too unusual. I went to my classmates, and his mother made me a cup of malted milk, oh, but I picked it up and looked at it, to die, how (the cup) can be illuminated on the opposite side. His mother put a few grains (malt milk) and she put it as a chicken! I also inserted a chopstick and called me: tune a tune, tune a tune! Originally there was still a bit of a nagging, a color Les Clear! ”
In 2009, Zhou Libo, the founder of Haipai Qingkou, told the above paragraph about malt milk, which evoked the memories of many post-70s and post-80s people. In the paragraph, malt milk is treated as chicken essence, according to the "grain" to put, although with a little exaggerated performance components, but 40 years ago, malt milk is indeed a solid "luxury", many families can not afford to drink, or dare not "want to drink".
Nowadays, a variety of drinks are countless on supermarket shelves, but the legend of "malt milk" has rarely been heard. If you ask people born after 95, you may not have heard of malted milk creamer at all. But people who have experienced the 70s and 80s of the last century, mentioning malt milk, it is full of memories.
How did malt milk extract, which was once popular in the country 40 years ago, come about, and why in today's market, it is rare to see its figure, almost "nothing"? Today, Lazy Meow will talk to you about the past life and this life of malt milk, let's take a look.
Malt milk, belongs to a kind of instant milk-containing beverage, the appearance looks like yellow-brown granules, take the right amount of granules and add water to brew, you can come out of a cup of fragrant drink, with a strong milk flavor.
The origin of the name "malt milk" can be said to be simple and crude, covering most of the raw materials:
"Wheat" refers to the main raw material in malt milk extract, which is made of two-sided barley as the main material, after germination, roasting, saccharification and a series of processes to produce, with a clear flavor of malt. This natural fragrance is not comparable to some drinks with flavors now;
"Milk" refers to the ingredients related to dairy products in raw materials, including milk powder, condensed milk, cream, etc., which are the main nutrients in malted milk essence;
"Fine" refers to the ingredients containing dextrin in raw materials, including glucose, caramel, etc., which will emit a sweet smell after vacuum baking.
Although malt milk creamer is rarely seen now, the drinks such as Ah Hua Tian and Mei Lu sold on the market at present have many similarities with malt milk, especially in terms of taste, which can be said to be very close.
In the 70s and 80s of the last century, malt milk extract can be said to be the same drink that swept the country, but because of the high price, for many ordinary families, it is similar to "luxury goods". Only when there are guests in the house, they will rush to a cup of hospitality. And the bear children in the family will also take advantage of the adults' lack of attention to secretly eat a few bites to relieve their hunger.
In fact, malt milk creamer appeared much earlier.
Malted milk, known in English as "malted milk", was developed in the 19th century by a pair of Hollik brothers who immigrated to the United States from Britain and applied for a patent at the time. In 1883, this malted milk drink was granted a U.S. patent. In 1887, malted milk was officially open to the market.
In the beginning, malt milk was developed as a baby food. Later, because of its light weight, easy to carry, not easy to deteriorate, and also has certain characteristics such as calories, malt milk creamer entered the adventure world and became a supplementary energy drink for many explorers.
The first cup of malt milk in China, which dates back to the 1930s, was produced by Shanghai Jiufu Pharmaceutical Factory. At that time, the pharmaceutical factory was facing operational difficulties, and Zang Boyong, the manager of the pharmaceutical factory, set his sights on the food manufacturing industry. At that time, Huafu Malt Milk Essence (the predecessor of Ah Hua Tian) sold well in the market, so Zang Boyong introduced the formula from Switzerland and developed a domestic version of Malt Milk Essence.
In 1961, the Shanghai Coffee Factory took over the domestic version of malt milk, and in the 1970s, it developed malt milk that did not require cocoa powder, which was named "Shanghai brand enhanced malt milk" at that time. Since then, various brands of malt milk creamer have emerged in an endless stream, and many food manufacturers have joined the production team of malt milk. All this laid a foundation for the later popularity of malted milk.
In the 70s and 80s of the last century, there were relatively few dairy drinks to choose from, and the malt milk extract was promoted relatively well, coupled with the small production and high price, it became the luxury drink of that era. People give it as a gift to friends and family, or buy it home for their children to drink. In those days, malted milk was almost a must-have for gift-giving.
According to relevant data, in 1990, the annual output of Fupai Lekou Fumai Milk Creamer reached 5147.1 tons, which was a big number at that time. From this number, it can also be seen that malt milk creamer did indeed have a fire in that year.
Malt milk can "fire", which is inseparable from the background of the times and the needs of people at that time. Similarly, the malted milk creamer on the market today has almost disappeared, and it is inseparable from these two major factors.
From the background of the times, when malt milk cream became popular, it was just in an era of relative scarcity of materials, and there were relatively few competitors of the same kind, and in the context of this era, malt milk creamer was naturally easy to get out of the circle. After all, in the case of limited choices, things are more expensive than rare.
Nowadays, similar milk drinks are emerging in an endless stream, including the impact of like Ah Hua Tian, Mei Lu, etc., as well as a variety of diversified, new formula drinks, more choices, elimination of nature is more cruel, malt milk creamer failed to get out of the cruel competition, the results can be imagined;
From the perspective of consumer demand, I think it can be described in a more popular vernacular, when the stomach is hungry, hunger does not choose food, may fill the stomach is a great enjoyment. But when you are full, you will be more picky about food and your standards will be higher.
Malt milk creamer has a single taste, more sugar content, and now people have many channels to supplement nutrition, there is no need to use malt milk to supplement energy, and it is not convenient to brew. Compared with many ready-to-drink beverages, in the case of similar or inferior taste, consumers will naturally choose more convenient and better tasting drinks from the perspective of demand.
Whether it is the background of the times or the needs of consumers, it is understandable that malt milk essence, which was once very popular, is now cold or even almost rare to see.
【Lazy Meow Experience】
In the context of the times, there will always be some new things that stand out, and even become popular in a short period of time, and some old things will slowly withdraw from the stage of history. I think the same goes for malted milk. In the 70s, 80s and even earlier of the last century, the emergence of malted milk creamer just met the needs of people in that era.
Today, the almost disappeared malt milk creamer has completed its historical mission. In an environment of increasingly fierce competition and an increasingly open market, the impact of the face is increasing day by day, and the competitors are also countless, which are doomed to make it difficult for malt milk to regain its former glory.
Talk about food in the vernacular, I am lazy meow, a friend who likes food, casually click to pay attention to Oh ~ ~