Poetic Gem Plans Bovril Line

Poetic Gem will use imagery from the 120-year-old brand on a range of adult apparel for the U.K. market.

“A cup of Bovril is warm and welcoming and an evening treat for many, so the brand seemed perfect for a nightwear line,” says Elliott Matthews, executive director, Poetic Gem. “Bovril isn’t just a drink, it is an institution, and these new products will tap into the deep love and affection the U.K. public has for the brand.”