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Baking Powder WarsThe Cutthroat Food Fight that Revolutionized Cooking$
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Linda Civitello

Print publication date: 2017

Print ISBN-13: 9780252041082

Published to Illinois Scholarship Online: January 2018

DOI: 10.5406/illinois/9780252041082.001.0001

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PRINTED FROM ILLINOIS SCHOLARSHIP ONLINE (www.illinois.universitypressscholarship.com). (c) Copyright Illinois University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ISO for personal use.date: 26 October 2021

The Advertising War Begins

The Advertising War Begins

“Is the Bread That We Eat Poisoned?” 1876–1888

(p.51) Chapter 4 The Advertising War Begins
Baking Powder Wars

Linda Civitello

University of Illinois Press

In the 1870s, with scores of companies jumping on the baking powder band wagon and using newspapers, magazines, and trade cards to advertise, Royal pioneered ideological warfare that claimed its competitors’ products were adulterated or poisonous. Royal also published The Royal Baker and Pastry Chef, a corporate cookbook that glorified its products and educated female consumers about them. In the West, baking powder was adopted readily by Scandinavian immigrants but was given to Native Americans on reservations to make wheat-based instead of corn-based breadstuffs as part of forced assimilation.

Keywords:   advertising, ideological warfare, trade cards, assimilation, poison, Scandinavian, corporate cookbook

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