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Title Products of General Foods. Brief Biographies of 29 Famous Products. Issued by General Foods, ca. 1934-1936.
Object Name Pamphlet
Catalog Number 2010.007.0135
Collection Hoboken Manufactured Products Collection
Credit Museum Collections. Gift of a friend of the Museum.
Scope & Content Products of General Foods. Brief Biographies of 29 Famous Products. Issued by General Foods Corporation (n.p. probably New York), no date, not before 1934 and probably issued 1936.

Booklet, 8-3/8" high x 6" wide as read; issued as designed folded vertically to 3-1/8" wide; photos.

Of interest to Hoboken are 2 product lines that were made here at this time: Baker's Coconut & related brands, page 9 (Franklin Baker Division); Log Cabin Syrup and Wigwam Syrup, pp. 14-15 (Log Cabin Products Co.)

On pp. 11-12, Maxwell House Coffee and Sanka are discussed. (This is only a few years before Maxwell House would build a factory in Hoboken in 1938 - 1939.) It noted that Maxwell House plants made "nearly 50 brands" of coffee including Bliss, Par, Wonder and Suprex. Maxwell House Tea (Brooklyn) is listed along with other teas (they also shared the same brand names as the coffees: Bliss, Par, Wonder and Suprex.)

A useful history with many dates of when products were first made and when they became part of General Foods. Full text of the publication is in notes. Chapters are: The Cereals; The Ingredients; The Beverages; The Desserts; The Others. A full page photo on page [2] of a woman and delivery boy in a kitchen stocked with products. Photos of product packages for each chapter are useful for their depiction of current containers and labels. Page 19 has a full list of the products (some general rather than specific - e.g. "Cattle Feed") and companies under General Foods that produced the items.

Probably a format intended as pocket promotional reference for sales and delivery employees as well as employees of retail outlets, wholesalers or industrial users. Distributed to its stockholders? As advertising, it was not targeted to the retail customer.

Dating is based on a text reference "introduced in late 1933" which would indicate it was not issued before 1934; at the bottom of page 19 is imprinted "367 Printed in U.S.A." The number may be a year - month code (367 = July 1936?) that may make it a 1936 publication.

Note: almost all items are food products, but two were related to laundering - La France blue flake soap; Satina, a wax put in laundry wash to enhance whiteness and make ironing easier.
Notes Archives 2010.007.0135 Text from booklet issued circa 1934-1936.



IN THE following pages are brief biographies of 29 food products, the trademarked names of which in most cases are familiar household words. One of these products was put on the
market as early as 1765; one as recently as 1932; many of them were introduced in the latter years of the last century. Whatever their age, the principal products are known - because of quality manufacture, and constructive advertising to millions of users, not only in the United States but in many overseas countries.

Each is a product of General Foods - a family of 50 companies, nearly all of which are engaged in the manufacture or distribution of well-known grocery specialties. The nucleus of General
Foods was the original Postum organization, founded by Charles William Post at Battle Creek, Mich., in 1895. Formation of General Foods was based on principles advantageous to consumer, stockholder, employee, and retailer: Grouping of products with varying seasonal demands adds to sales efficiency by permitting a more even spread of volume; through strengthened central research, trends in food consumption are more closely watched, and new scientific developments more effectively utilized; merging of companies results in savings in administrative expense, purchasing, production, transportation, and distribution. All of which assures the public high quality products at reasonable cost.

In addition to the 68,000 stockholders and employes who share in the welfare of General Foods, and the 400,000 grocers who sell its products, there are many more thousands in whose employment General Foods is an important factor: Purchases include wheat, corn, cotton, coffee, corn starch, sugar, barley, coconut, gelatin, paper, tapioca, wax, bicarbonate of soda, cocoa beans, coal, and maple sugar-containers of cardboard, wood, tin, and glass-and in addition all important forms of transportation are employed to carry raw materials and supplies to the various General Foods plants, and the finished products to distributors and consumers.

All who are stockholders, or employes, or otherwise closely identified with and interested in the future of General Foods, may be reminded that each is able to lend his influence toward strengthening the company's position: For selling - like charity - begins at home! Salaries, wages, and dividends accrue from the sale of products in the General Foods line. Each of us, through family and friends, is a potent self- starter of buying influence, and our aggregate purchasing power exerted for General Foods means many thousands of sales daily for the staples and specialties reviewed in this booklet.


The five packaged cereals manufac- J- tured by General Foods offer an easy way to happy and nourishing breakfasts. They are made at Battle Creek by the Postum organization - which was founded by Charles William Post in 1895 - and by the Canadian Postum Company, Ltd., Windsor, Canada. The Postum Company is the nucleus around which General Foods was built.

one of the first packaged ready-to-serve cereals, was introduced in 1897. The product was an immediate success-so successful, in fact, that it inspired the manufacture of many other cold cereals. Today it is not only the favored dish on millions of American tables, but is also used in 51 countries overseas. from choice wheat and malted barley- Grape-Nuts is unique among cereals. When served with whole milk or cream, this cereal provides more varied nourishment than many a hearty meal. Grape-Nuts is a rich and economical source of the essential minerals, phosphorus, and iron, together with vitamin B.

development was started by Mr. Post in 1904. One of the pioneers in the corn flakes field, it achieved wide acceptance under several different names. In 1915, coincident with important improvements - notably the double-crisp feature - the present name was adopted. Post Toasties is the preferred corn flakes in an increasing percentage of the country's homes.

In its crisp, granulated form - made Post Toasties is extensively eaten not only for its fine flavor but also for the energy it provides. It is an easily digested food and quickly releases its energy to the body. Post Toasties is ideal as at breakfast dish or for hot-weather luncheons and after-supper-snacks. It combines ideally with fresh, canned, and dried fruits, and berries.
Post Toasties is made from the hearts of hulled white corn - corn grits. A Waxed paper liner - folded and crimped to permit easy opening and closing-known as "crisp-pack"; insures the product's freshness and crispness even after the package has been opened.

In 1933 the Post Toasties package was given a novelty treatment particularly appealing to children and mothers. First, circus characters and animals-and later many others, such as pets, cowboys, and Indians and " Mickey Mouse "- were imprinted on each package with cutout directions. Countless Post Toasties cut-out toys in school and home playrooms across the land attest to the popularity of this innovation.

POST'S 40% BRAN FLAKES, placed on the market in 1922, became within two years the world's largest selling bran cereal.

For some time prior to 1922, the medical profession had stressed the value of bran bulk in the diet. This authoritative recommendation created an enormous demand for a bran cereal more palatable than plain bran. It was to this market that the new Post product appealed.

Post's 40% Bran Flakes combines special wheat bran with cream of wheat. Of prime importance is to eat-one likes it regularly, just for the flavor. But it has other benefits, too.
Post's 40% Bran Flakes is a mild regulator. Eaten daily, it supplies the extra bulk so many modern diets lack - the bulk that the majority of people need ifor regularity. Crisp-pack also protects this product's freshness.

POST'S WHOLE BRAN, another bran product in the General Foods family, is particularly designed for that smaller group of people who have chronic trouble with elimination due to too little bulk in the diet and, therefore, must have a diet higher in roughage than the average. It is good to eat directly from the package; with milk or cream; or sprinkled over fruits. So effective is Post's Whole Bran that two tablespoons usually are an adequate serving. It is an excellent ingredient in making muffins, griddle cakes, and baked goods of fine flavor.

Post's Whole Bran was introduced to a limited section of the country in 1929 after General Foods research staff spent three years in originating a full-strength bran which would be palatable in addition to being effective. Its distribution has now been extended nation-wide.

Post's Whole Bran is a shredded, entire bran cereal that is deliciously flavored with malt syrup, sugar, and salt. Its freshness is safeguarded by the crisp- pack inner lining.

GRAPE-NUTS FLAKES, placed in trial markets' during September, 1931, quickly attained national distribution and by the middle of 1932 had become one of the country's largest selling cereals. This is the most immediate success ever enjoyed by any of the company's products.

Grape-Nuts Flakes was created by food chemists of General Foods, after years of experimentation, for a waiting market of people who have liked the flavor of Grape-Nuts, but who prefer a cereal in flake form. It contains the same ingredients as Grape-Nuts. Its crinkly, curly flakes are sweet as a nut and crisp as fresh popcorn.

Although new in form, Grape-Nuts Flakes retains the same delightful flavor that has won world-wide preference for the original Grape-Nuts during the past 37 years. Grape-Nuts Flakes contains a rich supply of varied nourishment and is easy to digest. Served with milk or cream, it makes a small breakfast a safe breakfast.

manufactured by the Postum Company include Postum Cereal and Instant Postum (described under "Beverages"), corn meal, chops, grits, corn oil, and cattle feeds.


THESE famous products were classified as the ingredient group aftervarious acquisitions brought them together in the General Foods family. Cupboard favorites for many years, their fame rests on quality, is maintained through quality manufacturing, advertising, and local merchandising effort.

BAKER'S PREMIUM No. 1 CHOCOLATE is probably the country's oldest packaged food product. Manufactured by Walter Baker & Company, Inc., Dorchester, Mass., America's first chocolate mill, which was founded in 1765, it has maintained sales leadership for years. General Foods acquired the company August 12, 1927. A Canadian unit is located in Montreal.

Baker's Premium Chocolate and the other Baker chocolate and cocoa products - bearing the famous "Chocolate Girl" trademarks- taught America to like chocolate and cocoa and have made a great contribution toward establishing chocolate as the most popular single flavor in this country.

The blend, flavor, nourishment, color, and texture of Baker's Premium Chocolate are always uniform. It never varies in quality. This unsweetened cooking chocolate is made from the finest cocoa beans. No sugar or flavor is added, nor is anything extracted. It contains 53% cocoa butter.

Its most popular use among housewives for many generations has been in cooking-for cakes, cookies, pies, sauces, desserts, and candy making. It also makes a rich and delicious beverage for those who prefer chocolate to cocoa.

BAKER'S DOT SEMI-SWEET CHOCOLATE, another popular Walter Baker item, is pure chocolate to which sugar and additional cocoa butter have been added.

Its principal use is for dipping chocolates and making other home-made candies. Dot Sweet Chocolate is also used to some extent in general cooking, and is popular as an eating chocolate. The extra sugar and cocoa butter add to its food value.

BAKER'S CONFECTIONERY ITEMS, each bearing the Walter Baker name and trademark, are gaining increasingly wide distribution. The line includes: Baker's Caracas Sweet Chocolate Bars .(and Tablets), Baker's Milk Chocolate Bars (plain and with almonds), Post's Bran Chocolate, Baker's Farmington Milk Chocolate Blocks (plain, and with peanuts, and with almonds), and Baker's Milk Chocolate Brilliants.

OTHER PRODUCTS manufactured by Walter Baker include: Baker's Breakfast Cocoa (described under "Beverages"), German's Sweet Chocolate, chocolate coatings, and chocolate liquors, which are used in the manufacture of ice cream, candy, and bakery products.

SWANS DOWN CAKE FLOUR was the first flour produced specifically for cake-baking. It holds an enviable position in its field, accounting for a large part of all the packaged cake flour sold. It is made by Igleheart Brothers, Inc. whose mills were established in Evansville, Ind., in 1856. Besides the three mills in Evansville, other Igleheart units are located in Vincennes, Ind.; Clarks- ville and Memphis, Tenn.; Birmingham, Ala.; Athens, Ga.; and Windsor. The company merged with General Foods in 1926.

No other flour in the world is more carefully made. It is specially milled from selected soft winter wheat, which contains only a small amount of gluten, and that gluten is delicate and tender. Only the choicest part of the wheat kernel is used-100 pounds of wheat yield only 26 pounds of Swans Down Cake Flour. Because of the special grinding and sifting, Swans Down is 27 times as fine as good bread flour.

Swans Down makes cakes lighter, fluffier, and more tender. With it, the housewife may use smaller amounts of other cake-making ingredients and still make a better cake.

OTHER PRODUCTS produced by Igleheart Brothers are Swans Down Biscuit Mix, Instant Swans Down, Swans Down Graham Flour, many grades of bread flour, as well as chicken and stock feed.

DIAMOND CRYSTAL SALT, besides being a leader among the most popular packaged brands of salt sold at retail, is specified in large quantities by packers, bakers, canners, and other food manufacturers. A majority of the country's creameries use it in butter-making. It has been produced by the Diamond Crystal Salt Company, St. Clair, Mich., since 1888. A salt mine is also operated by the company at Lyons, Kans. Diamond Crystal became a General Foods product in 1928.

Diamond Crystal Salt is a flaked salt, possessing a freedom from impurities not to be obtained in ordinary salt. It is made under the exclusive Alberger process, invented by J. L. Alberger, one of the founders of the company.

Under the microscope, Diamond Crystal Salt is seen to consist of tiny flakes closely resembling snow flakes. Ordinary salt looks like little stones. Obviously, the salt flakes blend more quickly into the food, bringing out its true flavor; and because of its purity, Diamond Crystal does not have any harsh or bitter taste-two qualities appreciated by housewives and other users.
Diamond Crystal Salt is offered in grocery stores chiefly in two popular types: Shaker salt (plain or iodized). The company makes many varieties of salt, which are packed in scores of different kinds of packages, ranging all the way from the finest highly refined salt to 50-pound blocks of hydraulically pressed cattle-lick blocks, and rock salt for industrial purposes.

CALUMET BAKING POWDER is more widely used than any other brand of baking powder in the United States. This pre-eminent position has been reached through 45 years of steady expansion from a humble start in Chicago in 1889. Calumet is still manufactured there. It joined the General Foods family in 1928.

Calumet is a double-acting baking powder. Due to a combination of two gas - releasing ingredients, Calumet's first action takes place in the mixing, its second in the oven-thus giving the "double- action" for which the product is famous. As the result of its double-action and its perfect balance of ingredients, Calumet gives to cakes an exceptionally velvety texture that makes a strong appeal to housewives. More than that, in most recipes it is necessary to use only 1 level teaspoon of Calumet to each cup of sifted flour, whereas to 2 teaspoons are needed with many other baking powders.

OTHER PRODUCTS manufactured by the Calumet Chemical Company, Joliet,flll., a subsidiary, are fine ingredients for baking powder, and various chemical items.

BAKER'S SOUTHERN STYLE COCONUT is the most widely used product manufactured by the Franklin Baker Company, Inc., Hoboken, N- J;, an organization selling a large percentage of the coconut used by American housewives. In its bulk sales-to bakers, confectioners, for example-Franklin Baker attains an even higher proportion of the country's total business. The company, operating since 1897, has been identified with General Foods since 1927. Other plants are maintained in Montreal, and in the Philippine Islands in Manila, San Pablo, and Banahaw.

An idea of the size of the coconut market may be gained from the fact that coconut cake is second in popularity only to chocolate cake, and that coconut custard pie yields only to apple pie in popular appeal.

Southern Style Coconut is choice, fresh coconut, shredded, slightly sweetened, and packed in its own moisture, but without coconut milk. Packed in tins, under Vitapack patents originally developed by the Franklin Baker Company, oxygen is sealed out of the container, thus assuring a fresh, moist product wherever and whenever purchased.

Most users prefer Southern Style for cake frosting, pies, puddings, and candies. It is also a favorite topping for fruit salads and desserts, being equivalent to fresh coconut.

BAKER'S PREMIUM SHRED COCONUT is an exceedingly fine packaged shredded coconut. It is made from selected coconut meat which is shredded, sweetened, and kept moist and flavory. Packed in triple-sealed wrappers, its freshness, flavor, and tenderness are retained.
oPremium Shred is used by those who prefer the packaged type shredded coconut to the moist-packed. It is ideal for use in fluid or semi-fluid mixtures such as fillings and puddings, and as an ingredient for cake and cooky mixtures. Both Premium Shred and Southern Style Coconut may be used interchangeably, however, in any recipe.

OTHER PRODUCTS of this company are Baker's Brazil Shred Coconut, Baker's Milk Packed Coconut, Snowdrift Coconut, Banner Coconut, Baker's Golden Toasted Coconut (7 varieties), Baker's Jack Frost Coconut, Baker's Fancy Sweetened Bulk Coconut (6 varieties), and many varieties of unsweetened coconut.


IN ITS beverages General Foods has assembled a group that meets wide demands - for public eating places, for young and old, for all homes, for nearly every occasion.

BAKER'S BREAKFAST COCOA, a famous product of Walter Baker & Company, Inc., made from most carefully selected cocoa beans, contains an unusually high percentage of cocoa butter-more than the U. S. Government food standards require. This, of course, means extra nourishment and richness in Baker's. Baker's Cocoa makes a delicious beverage served hot or cold.


is the original Postum Company product developed by Mr. Post in 1895. It grew out of his own research on foods in Battle Creek while he was seeking to restore his waning health. He not only supervised the production of Postum, but he also went out and sold the product from store to store, demonstrated it, advertised it. Through his energy and untiring enthusiasm, consumer acceptance came quickly. Today Postum is the popular mealtime drink of more than 2,500,000 American families.

Postum, a cereal beverage, is made of a fine blend of roasted whole wheat, special bran, and a small amount of sweetening. An appetizing, wholesome drink hot or iced, Postum is enjoyed by, and is good for, old and young alike. There are two kinds of Postum-one which is boiled or percolated, and the other,


which is made instantly in the cup by the addition of hot water or hot (not boiling) milk. Made with milk, Postum, a dignified, ' grown-up"-looking drink, is an excellent way to make milk interesting for children. Instant Postum was developed in 1911.

MAXWELL HOUSE COFFEE, the best known coffee in America, owes much of its fame to a matchless blend developed by Colonel Joel Cheek, in Nashville, Tenn., in the 1880's. A General Foods product since 1928, Maxwell House is roasted and packed in Brooklyn, N. Y.; Jacksonville, Fla.; Houston, Tex.; Los Angeles, Cal.; and Montreal.

This famous blend is today brought oven-fresh and full-flavored to its users through the new Vita-Fresh process, a recent General Foods scientific achievement.

Coffee flavor is highly perishable, for the oxygen in the air robs roasted coffee of its strength and flavor. The Vita- Fresh process, for the first time, takes out practically all the air that is in the can and seals out air that is outside. Thus the problem of preventing stale- ness has been answered. Purchasers of Maxwell House are guaranteed full- flavored, fresh coffee whenever or wherever they buy it.

In 1933 General Foods introduced its universal grind for Maxwell House Coffee. This new grind, which is adapted to every method of coffee-making, does away with the necessity of the grocer's carrying stocks ground exclusively for percolator, drip, or boil methods. Universal grind also eliminates the annoyance and delay which sometimes arose when a grocer was sold out of a particular grind, or when the wrong grind was sent to a customer. Users are pleased because the new grind gives excellent results regardless of the method of making.

MAXWELL HOUSE TEA was introduced a number of years ago by the Cheek-Neal Company, creators of Maxwell House Coffee. In the South, especially, it has long shared much of ' the fame and popularity of its companion product. Production of Maxwell House Tea is at present confined to the Brooklyn plant.

Blended only from garden teas, Maxwell House is a choice blend of Pekoe and Orange Pekoe teas.


made in Maxwell House plants include nearly 50 brands of coffee, best known among them Bliss, Par, Wonder, and Suprex, recently introduced; as well as Bliss, Par, Wonder, and Suprex teas.

SANKA COFFEE was developed in Europe by Ludwig Roselius, originator of decaffeinated coffee-the name being a contraction of the French words "Sans Caffeine." Sanka Coffee was introduced in America only a few years before General Foods made a marketing contract with the Sanka Coffee Corporation. This corporation was acquired by General Foods in 1932. Sanka Coffee is decaffeinated and is roasted in Brooklyn; another roasting and packaging plant is located in Los Angeles.

Sanka is genuine, delicious coffee - a blend of the finest coffees grown-from which 97% of the caffein is removed. It is all coffee and nothing but coffee. Removal of the caffein does not affect in any way the full, rich, delightful, flavor and fragrant aroma of Sanka Coffee.

Since it is practically caffein-free, Sanka can be enjoyed by those who can not drink other coffee because it keeps them awake.


IN JELL-O and Minute Tapioca, General Foods has two of America's favorite dessert products. Although the principal use of these products is for desserts, they have, as most women know,
important uses in other types of dishes.


the regular choice in a large share of homes using flavored gelatin, justly deserves its reputation as "America's most famous dessert." Jell-O was introduced in 1896 and was acquired under the
General Foods program of expansion in 1925. It is manufactured in the Jell-O Company plants in Le Roy, N. Y., Los Angeles, and Montreal.

A fruit-flavored gelatin dessert, Jell-O is a mixture of pure gelatin, cane sugar, pure fruit flavor, fruit acid from grapes, and vegetable color or U. S. Certified Food color.

Important changes in the product were announced in November, 1932, and the new Jell-O's popularity with housewives is exceeding even that of its predecessor.

Jell-O's advantages now are these: (1) a richer, pure fruit-flavor - a fresher, truer, fruit-flavor than it ever possessed before; (2) it can be made with warm water instead of with boiling water-a merit which keeps the full-flavor from steaming away; (3) dissolves instantly and thoroughly-saving time in preliminary preparation; (4) can be placed in the refrigerator immediately - no waiting for boiling water to cool as was the case before Jell-O pioneered the development which made warm-water mixing possible; (5) the new Jell-O sets faster than any other gelatin dessert- yet the result is richer in fruit-flavor and more delicately tender than before.
Besides its dessert use, Jell-O is widely used for salads, entrees, appetizers, and relishes.
The new Jell-O, in a delightful new package which seals in the pure fruit- flavor, comes in six flavors: Strawberry, lemon, orange, cherry, raspberry, and lime.

JELL-O ICE CREAM POWDER was originated by the makers of Jell-O in 1904. A quart of milk, added to a package of Jell-O Ice Cream Powder, makes nearly two quarts of ice cream. With it, even the busiest housewife may easily and inexpensively make ice cream at home. No sugar, eggs, or flavoring are necessary and no cooking is required to make a smooth, creamy-textured ice cream.

The line is comprised of vanilla, lemon, strawberry, and chocolate flavors, and unflavored.

OTHER PRODUCTS manufactured in the Jell-O plants include D-Zerta, a gelatin dessert for diabetics ; Genesee Pudding Powder, a chocolate flavored dessert; Institution Jell-O, Red Label Jell-O, Genesee Cream Dessert, and Genesee Gelatin, unflavored. The Atlantic Gelatin Company, Inc., Woburn, Mass., a General Foods subsidiary since 1930, supplies the Jell-O Company with gelatin and also does a large business in bulk gelatin outside the corporation.

MINUTE TAPIOCA has been on the market since 1895, being known at first as "Superlative Tapioca," a product of the Whitman Grocery Company, Orange, Mass. Today it is still made in Orange - by the Minute Tapioca Company - and in Montreal. The company became a General Foods unit in 1926; its product holds sales leadership in the packaged tapioca field.

Minute Tapioca is made from a tapioca flour derived from the root of the cassava, tropical plant of Java. The flour is pre-cooked, and then dried by special process into the familiar granules which are characteristic of Minute Tapioca- the only tapioca processed from tapioca flour in an American factory. It also differs from other tapioca in the method of pre-cooking. It requires no soaking before using. Tapioca is a carbohydrate -wholesome and nourishing-which combines ideally with milk and eggs, and almost all fruits, to make countlfss well-liked desserts.

Late in 1933 announcement was made of additional advantages which had been incorporated in this product: Minute Tapioca is now modernly identified with the "quick-preparation" desserts - it takes but 5 minutes to cook the new Minute Tapioca instead of 15 - fewer pots and pans are required, the whole cooking process is simplified. Not only is the new product a time-saver: It is a better dessert - lighter and fluffier.

Characteristically, these improvements were made only after years of production and laboratory study. And before the new Minute Tapioca was released to the public, its merits were confirmed both by General Foods kitchens and by literally hundreds of housewives.

In 1928, active promotion of Minute Tapioca as a "precision ingredient" (an ingredient which guards against failure in many difficult recipes) enlarged the produces: old market and opened new ones. In this role, Minute Tapioca helps to make better omelets, souffles, juicy pies, meat-loaves and croquettes, casseroles, soups, and other dishes.

of this company are Star Pearl Tapioca, Lightning Tapioca, and Minute Gelatin.


SEVERAL of General Foods main products, which are not classified in any of the groups previously listed in this booklet, are described in the following pages.

LOG CABIN SYRUP, known the length and breadth of the country by its good looking and unique, log cabin-shaped container, was originally placed on the market in 1888 by P. J. Towle in St. Paul, Minnesota.

In 1927, the Log Cabin Products Company was purchased by General Foods. The factory is in Hoboken, which is a convenient location from the standpoint of raw materials-maple sugar from Vermont and Quebec, and cane sugar from the South.

Its matchless blended flavor has made Log Cabin the most popular of maple- flavored syrups. The log cabin container has been improved by imprinting whimsical characters on the sides and ends.

A distinctive glass container - selected as one of the hundred best designs in modern packaging - was introduced in 1932 in several markets where glass containers are preferred to tin.

enjoys a great leadership in its field. It is still a relatively new product, having been introduced by the Douglas Pectin Corporation, Rochester, N. Y., in 1921. This company joined General Foods in 1929 and its principal manufacturing units are the Certo Division, Fairport, N. Y., and Douglas-Pectin, Ltd., Cobourg, Canada.

A concentrated liquid pectin, in bottled form, Certo is used in making jams and jellies. Pectin is the substance, common in some fruits but rare in others, which causes fruit juices to "jell". When Certo is added to fruit juice and sugar, the process of jelly-making is greatly speeded up, successful results ire practically insured, and better quality jelly, and jam are produced. The Certo '"short-boil" method usually gives half again more jelly or jam, because little or no fruit juice boils away: Certo jellies and jams are rarely boiled more than a minute or two.

BULK PECTIN is also sold by the company to manufacturers of jams and jellies.

LA FRANCE is the only product of its kind to be distributed nationally. It has been manufactured by the La France Manufacturing Company, Philadelphia, Pa., since 1908. General Foods added the product to its list in 1928.

La France is a blue-flake, which is used with any soap. A small amount placed in the wash water makes it possible to blue while the clothes are being washed. It blues perfectly in the wash water with never a streak or spot. It makes hard rubbing unnecessary-saves separate bluing-saves lifting heavy wet clothes in and out of separate bluing and rinsing waters. When used in a washing machine, La France reduces the running time - saving both current and wear and tear on the equipment. Millions of women who regularly use La France would never think of laundering without it.

originated in 1912, is a companion product of La France. It, too, enjoys a loyal following.
It is a specially prepared vegetable wax. Satina should be thoroughly dissolved in boiling starch, well stirred, and the clothes starched as usual. Satina spreads evenly through the hot starch, and when the clothes are ironed, the iron glides easily. Just enough blue is contained in Satina to increase whiteness, enough delicate perfume to give a fresh fragrance to the clothes. Satina takes the "push" out of ironing by preventing the iron from sticking. It saves time and hard work; moreover, it gives the clothes a "like-new" finish.

SEALSHIPT OYSTERS are a principal product of Bluepoints, Inc., West Sayville, L. I., which has four subsidiary oyster farms, representing the largest company in the oyster industry. The Bluepoints company sells approximately 80% of all Bluepoints and has expanded its inventory of growing oysters by nearly 40% since Bluepoints, Inc was purchased by General Foods in 1929.
Oysters are becoming increasingly important as a food, for they are particularly rich in minerals, especially iron, and contain vitamins A, B, C, D, and G.

Sealshipt Oysters are supplied in sanitary cans and in bulk. Bluepoints are sold principally in the shell for consumption raw.

A GENERAL LINE OF NUTS, both shelled and in the shell, is processed and marketed by Baker-Bennett- Day, IncHone of the newest General Foods subsidiaries, formed in 1932. The company's major effort is directed toward the development and. expansion of the Vitapack line of shelled nuts.

Besides being the largest importer of cashew nuts in this country, the company sells Vitapack Shelled Walnuts, Vitapack Almonds, Vitapack Filberts, Vitapack Pecans, Vitapack Figs, Baker's Walnuts, King Cole Brazil Nuts, King Cole Walnuts, King Cole Mixed Nuts, and Daisy Mixed Nuts.


THE DISCOVERY of the quick - freezing process by Clarence Birdseye, a New England scientist, has made practicable the packaging of perishable foods.

Patent rights on this invention, which was inspired by Mr. Birdseye's experiences and observations in the far North, were purchased by General Foods in 1929. Birdseye products - meats, poultry, seafoods, vegetables, and fruit, numbering more than 50 items - are being distributed through Frosted Foods Sales Corporation, New York. More than 550 stores in New England and the Middle Atlantic states now handle the line, and distribution and sales volume are steadily increasing. Names of food stores selling Birdseye foods may be had upon request.

Birdseye Frosted Foods products have achieved rapid acceptance in the institutional trade, which includes hotels, restaurants, hospitals, schools, clubs, transportation, and other services.

Permanent quick-freezing plants have been established at Boston, Hillsboro, Ore., and Butte, Mont. Mobile Birdseye equipment, capable of operation wherever desired products are available, has been used for quick-freezing at several places, including the following: Fort Wayne, Ind.; Fairfax, S. C.; Winslow's Mills, Me.; Albion, N.Y.; Bridgeton, N. J.; Arden, Del.; and St. John's and Rose Blanche, Newfoundland.

Fresh food of high quality is packaged and then subjected suddenly to a temperature far below zero. The original freshness and flavor of the food are sealed in for long periods. Portable equipment that follows the harvests helps insure the absolute freshness of Birdseye foods.

Birdseye quick-frozen foods appeal to the modern housewife for a number of reasons: (1) in flavor, color, texture, and appearance they are equal and oftentimes superior to fresh unfrozen foods because of the unavoidable deterioration in many fresh foods between harvesting and consumption; (2) they offer many fresh foods out of season; (3) easy to waiting for meat to be cut, trimmed, weighed, and packed . . . nor while vegetables are being selected, weighed, and wrapped; (4) convenient to prepare ... meats, fish, poultry ready to cook, without even thawing ... peas are shelled... spinach washed free from grit.. . practically everything has been done for the buyer's convenience; (5) standardized quality in perishable foods; (6) sanitary ... just
like buying a package of Grape-Nuts; (7) economical. . . the customer pays only for edible food . .. waste has been removed before the quick-freezing.

OTHER PRODUCING COMPANIES associated with Frosted Foods.are Batchelder, Snyder, Dorr, & Doe Company, Boston, handling several hundred items including meat products, poultry, canned goods, flavoring extracts, and other grocery specialties; General Seafoods Corporation, Boston, handling fresh and quick-frozen fish; Mitchell & McNeil, Limited, Halifax, Canada, salt and fresh fish, fresh and canned lobster; Leslie and Levisconte, Limited, Halifax, canned lobster; and J. Foster Rood, Limited, Halifax, fresh and canned lobster.


Postum Cereal
Instant Postum
Grape-Nuts Flakes
Post Toasties
Post's 40% Bran Flakes
Post's Whole Bran
Institution Jell-O
Red Label Jell-O
Genesee Gelatin
Genesee Pudding Powder
Genesee Cream Dessert
Ice Cream Powder
Swans Down Cake Flour
Instant Swans Down
Swans Down Graham Flour
Minute Tapioca
Minute Gelatine
Star Pearl Tapioca
Lightning Tapioca

Walter Baker's Premium No. 1 Chocolate
Walter Baker's Breakfast Cocoa
Walter Baker's Dot Sweet Chocolate
Walter Baker's Caracas Sweet Chocolate
Walter Baker's German's Sweet Chocolate
Walter Baker's Milk Chocolate Bar
Walter Baker's Milk ChocolateAlmond Bar
Walter Baker's Milk Chocolate Blocks
( plain, and with peanuts, and with almonds )
Walter Baker's Milk Chocolate Brilliants
Post's Bran Chocolate
Walter Baker's Chocolate Coatings and Liquors

Franklin Baker's Premium Shred Coconut
Franklin Baker's Brazil Shred Coconut
Franklin Baker's Milk Packed Coconut
Franklin Baker's Southern Style Coconut
Franklin Baker's Banner Coconut
Franklin Baker's Snowdrift Coconut
Franklin Baker's Bulk Coconut

By-Products of Coconut:
Coconut Oil
Copra Oil Cake

Log Cabin Syrup
Wigwam Syrup

Maxwell House Coffee
Maxwell House Tea
Maxwell House Tea Balls
Bliss, Par, Wonder, and Suprex Coffees and Teas
Calumet Baking Powder
Certo Pectin
Sanka Coffee (De-Caffeinated)
La France
Diamond Crystal Salt

Products of Baker-Bennett-Day, Inc.:
Vitapack Cashews and Other Nut Meats
King Cole Salted Nuts
King Cole — Brite Brazils and Other Nuts in Shells
Vitapack Smyrna Figs

Frosted Foods Company:
Birdseye Frosted Foods—Meats, Seafoods, Fruits, Vegetables

Products of General Seafoods Corporation:
Fish and Other Seafoods

Products of Batchelder, Snyder, Dorr & Doe Company:
Meats, Fruits, Vegetables, Dairy Products, Preserves, and Condiments

Blue Point Oysters
Sealshipt Oysters

By-Products of Corn and Wheat:
Wheat Flour
Corn Flour
Corn Meal
Chops, Grits
Corn Oil
Cattle Feeds

367 Printed in U.S.A.

Date 1934-1936
Year Range from 1934.0
Year Range to 1936.0
Search Terms General Foods Corporation
Log Cabin Products Co.
Baker's Coconut
Maxwell House Coffee plant
Caption front cover: folded as designed; full front & back cover unfolded
Imagefile 075\20100070135.TIF
Classification Advertising
Business & Commerce
Domestic Life