Um Bongo
Um Bongo is a fruit-juice drink brand associated with a long-running animated advertising campaign and the jingle “Um Bongo, Um Bongo, they drink it in the Congo.”
Last updated August 24, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Um Bongo is a fruit-juice drink brand produced and marketed by Sumol + Compal in Portugal and the United Kingdom. The drink originated in 1983 in Milnthorpe, Cumbria, where it was developed for Nestlé and sold under the Libby’s brand. It was initially intended for the British market and was later licensed for production in Portugal. The brand’s identity was built around an animated jungle theme, a memorable musical advertisement, and a tropical fruit profile rather than around a specific geographic claim. Its best-known advertising line was “Um Bongo, Um Bongo, they drink it in the Congo,” although there is no conclusive evidence that the drink was actually consumed in the Congo as suggested by the song. Nestlé had acquired the Libby’s fruit-juice business and introduced Um Bongo as one of the products in that portfolio. In the United Kingdom and Republic of Ireland, production was licensed to Gerber Foods Soft Drinks, with Gerber Juice Company Limited packaging the drink at its Somerset facility until 2017. The brand was also introduced in Portugal by Nestlé in 1988, supported by a localized television commercial using the slogan “Um Bongo, O bom sabor da selva,” meaning “Um Bongo, the great flavour of the jungle.” By 2003, Portuguese food and beverage company Compal had acquired the Um Bongo brand from Nestlé. The product’s formulation changed over time in response to ingredient preferences and regulatory pressure affecting children’s fruit drinks. In 1986, artificial colouring, sweeteners, and preservatives were removed, natural colouring was introduced, and citric acid was replaced with lemon juice. Citric acid was later used again from 2011. In the United Kingdom, a substantial reformulation around 2003 or 2004 produced a “100% juice” version based primarily on banana, orange, and pineapple, replacing the broader original tropical blend. The change generated complaints from consumers who preferred the earlier taste and ingredient profile. In response to that demand, the original-style drink returned to the United Kingdom in 2009, initially under the name Um Bongo Tropical and in chilled 500-millilitre plastic bottles. An Original flavour in multipack cartons followed in 2011, while an Orange variant appeared in 2012 and a one-litre format was sold from 2013. The 100% Tropical version was subsequently discontinued in favour of the Original product. In Portugal, Sumol + Compal also launched Um Bongo 100% Fruit in 2010 and introduced a themed promotional toy collection in 2011. The brand’s advertising remains its strongest cultural asset. The animated commercial was created by Oscar Grillo of Klacto Animations for Leo Burnett, following the studio’s earlier work on the Kia-Ora campaign. Tony Jackson performed the song, while Andy Blackford wrote the music and lyrics. The commercial and jingle have given Um Bongo a distinctive place in British advertising nostalgia, even as the product has experienced ownership changes, reformulation, packaging changes, and market-specific variants. In 2013, comments by UK Independence Party politician Godfrey Bloom referring to “Bongo Bongo Land” caused a temporary increase in traffic to the Um Bongo website; the company stated that it had no political affiliation. Sumol + Compal remains the brand holder and producer identified in reference material.
History
Um Bongo was created in 1983 in Milnthorpe, Cumbria, for Nestlé’s Libby’s fruit-juice business. The brand was developed for sale in the United Kingdom and was subsequently licensed to Gerber Foods Soft Drinks for production in the United Kingdom and Republic of Ireland. Gerber Juice Company Limited packaged the drink at a Somerset plant until 2017, while Gerber Foods Soft Drinks was dissolved during that year. The drink became closely associated with a musical animated advertisement first broadcast in the mid-1980s. Its signature refrain, “Um Bongo, Um Bongo, they drink it in the Congo,” established a comic jungle setting and became more recognizable than many details of the product itself. The advertisement was made by Klacto Animations under the direction of Oscar Grillo for Leo Burnett. Tony Jackson performed the song, and Andy Blackford was responsible for its music and lyrics. The commercial’s geographic claim was part of the advertising fantasy; no conclusive evidence has been established that the drink was consumed in the Congo as the jingle suggests. Nestlé expanded the brand into Portugal in 1988, using a Portuguese-language version of the television campaign and the slogan “Um Bongo, O bom sabor da selva.” The brand later changed hands in Portugal, with Compal acquiring Um Bongo from Nestlé by 2003. Compal merged with Sumol in 2009, creating Sumol + Compal, which became the brand holder identified in reference material and continued producing and selling the drink in Portugal and the United Kingdom. Ingredient and product development shaped the brand’s later history. In 1986, the recipe was changed to remove artificial colouring, sweeteners, and preservatives. Natural colouring was used instead, and citric acid was replaced by lemon juice. Citric acid returned to the formula from 2011. British consumer expectations and regulation surrounding children’s drinks led to a major recipe change around 2003 or 2004. The revised product, presented as Um Bongo 100% juice, concentrated on banana, orange, and pineapple and omitted much of the original blend, including apple, lemon, passion fruit, mandarin, apricot, guava, and mango. Packaging was also redesigned, with later versions making fewer references to the Congo Basin setting. The British reformulation prompted complaints from consumers who wanted the original taste. In 2009, the original-style blend returned under the Um Bongo Tropical name, initially in chilled 500-millilitre bottles. A multipack Original flavour followed in May 2011. The 100% Tropical product was later discontinued and replaced by Original, while Orange was introduced in 2012 and a one-litre format appeared from 2013. Sumol + Compal developed the brand further in Portugal. Um Bongo 100% Fruit launched in 2010, and a themed toy collection called “Um Bongo and the great heart of the jungle” appeared in 2011. The company’s brand communication continued to draw on the animated jungle world and the established musical identity. In 2013, a political reference to “Bongo Bongo Land” generated a temporary surge in visits to the brand’s website, although the company rejected any political connection. Um Bongo’s documented history therefore combines a Nestlé-era launch, licensed British manufacture, Portuguese ownership, recipe reformulation, consumer-led product restoration, and enduring advertising recognition.
- 2017
Gerber packaging operation ends
[1]Gerber Juice Company Limited’s packaging of the drink in Somerset ends; Gerber Foods Soft Drinks was dissolved during the year.
- 2013
One-litre format and publicity spike
[1]A one-litre format is sold, and the website receives increased traffic after a politician’s “Bongo Bongo Land” remarks.
- 2012
Orange flavour launches
[1]An Orange variant is introduced in the United Kingdom.
- 2011
Original multipack and promotional collection appear
[1]A 200-millilitre three-pack of the Original flavour is introduced in the United Kingdom, while a Portuguese promotional toy collection is also launched. Citric acid is again used in the formula from this year.
- 2010
Um Bongo 100% Fruit launches
[1]Sumol + Compal introduces a 100% fruit product under the Um Bongo brand in Portugal.
- 2009
Original-style British drink returns
[1]Following consumer complaints about the reformulated British product, the original-style drink returns under the Um Bongo Tropical name.
- 2009
Compal merges with Sumol
[1]Compal merges with Sumol, forming Sumol + Compal, the company identified as the current trademark holder and producer.
- 2003
Compal acquires the brand
[1]Compal acquires the Um Bongo brand from Nestlé by this date.
- 1988
Portuguese launch
[1]Nestlé launches Um Bongo in Portugal with a localized television advertisement and Portuguese slogan.
- 1986
Formula changes to remove several additives
[1]Artificial colouring, sweeteners, and preservatives are removed; natural colouring is introduced and citric acid is replaced with lemon juice.
Products and positioning
A playful, family-oriented fruit-drink brand positioned through tropical flavour, animated jungle imagery, and highly memorable musical advertising.
Fruit juice drink · 2011
Um Bongo Original
The original-style blend restored to the British market after complaints about the early-2000s reformulation. It was initially sold in multipack cartons and later replaced the 100% Tropical version as the principal returning formulation.
Tropical fruit juice drink · 2009
Um Bongo Tropical
The name initially used for the return of the original-style Um Bongo formula in 2009. The blend is associated with a broad range of fruit juices and purées, including apple, lemon, orange, pineapple, passion fruit, mandarin, apricot, guava, and mango.
100% fruit juice · 2010
Um Bongo 100% Fruit
A product launched by Sumol + Compal in Portugal as a 100% fruit offering. The reference material identifies it as a separate development from the original-style tropical drink but does not provide current distribution details.
Fruit juice drink · 2012
Um Bongo Orange
An orange-flavoured variant introduced in the United Kingdom after the return of the Original product line.
100% fruit juice · 2003
Um Bongo 100% juice
A British reformulation introduced around 2003 or 2004, based primarily on banana, orange, and pineapple. It replaced much of the earlier tropical fruit blend and was later discontinued in favour of the Original product.
Marketing campaigns
- 2011Um Bongo and the great heart of the jungle
Portugal
Sumol + Compal introduced a themed toy collection connected with the Um Bongo jungle world.
Outcome. The promotion extended the brand beyond the beverage into collectible, child-oriented marketing.
- 1988Portuguese localized television campaign
Portugal
Nestlé adapted the television advertising for the Portuguese launch, using the slogan “Um Bongo, O bom sabor da selva.”
Outcome. The campaign supported the brand’s entry into the Portuguese market while retaining its jungle-oriented identity.
- 1985Um Bongo animated jungle advertising
United Kingdom
A musical animated television campaign presented the drink through a comic jungle setting and introduced the enduring “Um Bongo, Um Bongo, they drink it in the Congo” jingle. The commercial was created by Klacto Animations for Leo Burnett, with animation by Oscar Grillo, vocals by Tony Jackson, and music and lyrics by Andy Blackford.
Outcome. The campaign became the brand’s defining cultural asset and remains strongly associated with British advertising nostalgia.
Brand decisions
2009
Return of the original-style British formulaProduct launchBackground
Consumer complaints followed the earlier reformulation and loss of the broader tropical flavour profile.
Action taken
The original-style drink was brought back under the Um Bongo Tropical name, initially in chilled 500-millilitre plastic bottles.
Aftermath
The Original flavour followed in 2011, and the 100% Tropical version was later discontinued.
2003
Compal acquires Um Bongo from NestléM&ABackground
Nestlé had owned the brand through its Libby’s fruit-juice business.
Action taken
Compal acquired the Um Bongo brand by 2003.
Aftermath
Following Compal’s merger with Sumol in 2009, Sumol + Compal became the identified brand holder and producer.
2003
British formula is reformulated as 100% juiceGeneration changeBackground
Consumer concerns and regulatory changes affecting children’s fruit drinks contributed to a substantial British recipe revision around 2003 or 2004.
Action taken
Most of the original ingredients were removed and the product was presented as a 100% juice drink based on banana, orange, and pineapple.
Aftermath
The change generated complaints from consumers and ultimately led to the return of an original-style product in 2009.
1986
Remove artificial colouring, sweeteners, and preservativesStrategyBackground
The brand changed its recipe during its early development.
Action taken
Artificial colouring, sweeteners, and preservatives were removed, natural colouring was used, and citric acid was replaced with lemon juice.
Aftermath
Citric acid was later reintroduced from 2011.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/um-bongo · Editorial policy · How profiles are compiled