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How it all started
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In 1900 Edmund Münster from Germany took over a liquorice company, “Düsseldorfer Lakritzenwerk”. Until the early 1930’s, liquorice products took centre stage above the rest of the sweet market. Then in 1930/1931 Edmund Münster acquired the foreign licence to produce a fruity chew with the brand name MAOAM.
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Copyright
With a letter dated 21/08/1930, Edmund Münster applied to the district council to copyright the product MAOAM (a chew without gum, made of sugar, syrup and other ingredients). After the chew was made it was then wrapped in wax paper. There were 5 chews in each pack and 50 packs in each box. The copyright was related to the name, the product, the packaging and was extended to potential copies from liquorice, cocoa, sugar and bakery products. |
Easter 1931
Edmund Münster acts quickly. By Easter 1931 he can offer the product to his customers. Also the newly developed logo appears for the first time, but in the colour red. |
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Straight away the product launch is a success story. MAOAM’s excellence and unique properties were only to be undermined by the fact that copycats quickly followed with similar products.
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The 1950’s
Immediately after the war, Edmund Münster continued with the production of MAOAM. The chew was launched with the same colourful packaging from the 30’s. The base colour was an intensive blue from which the natural images of the fruits could stand out. The beloved flavours of Lemon, Strawberry, Pineapple, Orange and Raspberry were all available. A pack with 5 MAOAM Minis would cost the public 10 German Pfennig in the 1950’s. The product was advertised with the strapline: ‘Best Münsters MAOAM’ It was described as being ‘delicious and refreshing’ although it attempted to differentiate itself from chewing gum by mentioning: ‘Not chewing gum’.. |
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The 1960’s
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“One buys with the eyes” revealed a petite lady in the MAOAM sales brochure from the 1960’s. Modern packaging for ‘the demanding customer’ was desired because the best products were revealed to sell even better with up-to-date packaging. MAOAM like many other brands redesigned its packaging with a new bright and friendly appearance in mind.
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In the 1960’s the sales price for the MAOAM 5-pack was 50 German Pfennig. A so-called round drum was also introduced for the sales of single MAOAM Minis. |
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