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Ah, interesting! I see it originated in Burton-on-Trent, oddly enough, as that's where my English ancestors came from. Not sure if I'd like it ..... we do have Bovril here, which I do like.
It's similar to Bovril aint it, thats makes a good beef tea too, another is OXO, crumble the cube in the mug and pour boiling water in and add a little salt.