Indianapolis Entrepreneurs Relaunch 'Choc-Ola' Beverage

Two entrepreneurs who relaunched a chocolate-flavored drink called Choc-Ola are hoping baby boomers' taste for nostalgia and consumers' love of anything with chocolate helps make the revived beverage a success.

Choc-Ola — a concoction of water, sugar, low-fat milk, cocoa and a handful of other ingredients — debuted in the 1940s and was pitched to a generation of fans in the 1970s by "Cowboy Bob" on Indianapolis television station WTTV-4's children's program.

It had been absent from grocery shelves for a decade, but this month Carlinville, Ill.-based Prairie Farms Dairy plans to begin distributing Choc-Ola in 18 states in individual-sized bottles, and half-gallon jugs that retail for $2.49, at grocery stores and convenience stores.

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