Archive Record

  • Email This Page
  • Send Feedback
Title Ad, Cocomalt: No mother will neglect this one obligation. By Davis Baking Powder Co. [R.B. Davis], Hoboken; in LHJ, Apr.1928.
Object Name Ad, Magazine
Catalog Number 2010.007.0310
Collection Hoboken Manufactured Products Collection
Credit Museum Collections. Gift of a friend of the Museum.
Scope & Content Cocomalt ad: No mother will neglect this one obligation. Full-page black-and-white magazine ad by Davis Baking Powder Co. [R.B. Davis], Hoboken, N.J., as published in Ladies' Home Journal, April 1928, page 229. Clipped leaf, 10-3/4" x 14" high.

An early Cocomalt ad; an artist's painting of a domestic scene of mother putting shoes on her son. This ad was part of a series, see archives 2010.007.0301 for one published in color.

Note the company was using the Davis Baking Powder Co. name here rather than R.B. Davis Co. Text is in notes.

Coupon, LHJ-1, with can depicted.

Cocomalt logo
A Delicious Food Drink
Chocolate Flavor.

Since the product was rather new and presumably not widely stocked, they had a promotion where for twenty-five or thirty cents, they would send a half pound can.
Notes Ladies' Home Journal
April 1928

No mother will neglect this one obligation

IN these days of hurry and bustle, happy is the mother who can give all the time she wants to guarding family health.
There's just one obligation that no mother dare neglect-one duty she rightly refuses to delegate to others-that is the choice of the right foods for her family.
For on correct diet and proper nourishment, almost all else rests. Health and strength and happiness depend so largely on them.
Milk, of course, is the one best food for children-but many mothers are learning that even milk can now be made more strengthening and delicious, simply by adding nourishing, rich Cocomalt.
Cocomalt, the new chocolate health food, contains in sound proportion the nourishing elements of cocoa, sugar, malt, eggs, milk protein and milk minerals.
Cocomalt almost doubles milk's food value

-adds actually 70% more nourishment. It adds those elements children and adults need vitally day to day, but which too often are not adequately present in the diet.
Cocomalt is rich in mineral salts for building sturdy bones and teeth -in vitamins and iron for making rich, red blood-in protein for healthy, husky muscles and in carbohydrates for quick, new energy.
Its creamy chocolate flavor makes milk a treat. The children love it-take eagerly all the milk they need. The grown-ups like it, too.
Buy a can of Cocomalt at your grocer's now. Then shake it up with cold milk-

or mix with hot milk right in the cup.

Adds 70% more nourishment to milk
Instantly prepared. The whole family will enjoy it for breakfast, lunch or supper-or between meals. Or on retiring, to help bring sound sleep.
It's a nourishing, rich food-easily digested. Taken readily even by those to whom other good cocoa products are too constipating. Doctors urge the use of Cocomalt for children, adults, convalescents, mothers and the aged.
Begin today to build your family's health. If your grocer has no Cocomalt in stock-send us the coupon and 25 cents (30 cents west of Mississippi), the regular retail price. We'll mail postpaid a full half-pound can. But please ask your grocer first.
Davis Baking Powder Co., Hoboken, N. J. (LHJ-1 My grocer has no Cocomalt in stock. Enclosed 25 cents (30 cents west of Mississippi). Please send, postpaid, full half- pound can of Cocomalt.
Grocer's Name
Date 1928
Year Range from 1928
Year Range to 1928
Search Terms Davis Baking Powder Company
R.B. Davis Company
Caption Cocomalt, Ladies' Home Journal, April 1928
Imagefile 076\20100070310.TIF
Classification Advertising
Business & Commerce