The Price War
The Price War
The Fight for the National Market, 1930–1950
The Depression caused a cutthroat price war that turned the baking powder industry on its head. Royal lost and never recovered, while Clabber Girl, through aggressive marketing under its new leader, Tony Hulman, became the industry frontrunner. New Deal policies changed management-labor relations and attempted to regulate businesses in unprecedented ways. Housewives rejoiced in new baking powder products like Bisquick and Jiffy but continued to struggle with baking powder chaos in cookbooks, especially the new Joy of Cooking and racist cookbooks spawned by Gone with the Wind. World War II continued the trend toward purchasing baked goods out of the home.
Keywords: price war, Tony Hulman, Clabber Girl, New Deal, WWII, Joy of Cooking, Bisquick, Jiffy, Gone with the Wind
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