Evening Star Newspaper, February 15, 1927, Page 45

THE EVENING STAR, WASHINGTON, D. TUESDAY, FEBRUARY 15, 1927 You made us almost double our output in the first year E THOUGHT the housewives would like our new loaf —but we, ourselves, were surprised at its really sensational success. In the very first month, we sold more than 1,000.000 loaves. And today we're baking, every month, almost twice that amount. * My tamily won't eat any other kind now,”’ declares one customer. ““It’s the first bread I've tried that we never get tired of,”” says another. **Whenever I've served it to company,”’ says a third, “‘someone has always been sure to ask whose make 1t was. ”’ Everybody is complimenting us on the new richness of flavor. And on the texture—just that perfect combination of delicacy and firmness that is everybody’s ideal. Keeps days longer — more milk than any other What makes this new loaf differ .nt? Why does it taste so much better than oth rs—keep somuch longer, slice so much more evenly? There are three reasons. The first is a larger quantity of fresh, rich milk than is used in any The wear type of bread for sardwiches because of its rich flavor a.:d delicate tex- ture—and because it cuts s well into very thin slices " RICE'S BREAD Copyright, 1987, by The City Baking Company GLEAMING SILVER, sparkling glassware, exquisite linens, deli- cate china—and the bread that housewives have found worthy of these fine settings bread we know of. The second is the shortening —more and better than is ordinarily used. And the third is the split top which helps the bread to rise and bake more evenly, and therefore, gives it a better flavor and texture. F YOU haven'’t tried it yet, order a loaf Notice how fresh it is when it reaches you. Just out of the oven—by all the signs good housewives know. That’s because it is baked twice daily—and rushed in fast trucks right from the oven to your grocer. Now draw your knife across the crisp, brown crust, and watch the paper thin slices curl away from under it, never crumbling and never crush- ing together into a soggy spot in the middle as poorly baked bread is likely to do. Slices beautifully— toasts to perfection Put it in your toaster and watch the lovely gold- en brown spread evenly over the gradually crisp- ing surface. It is ideal for sandwiches, too—because of its rich flavor and delicate texture, and because it cuts so well into very thin slices. . For every occasion, for every purpose that you use bread, the new Rice loaf is a delight and a satisfaction. Start serving it today. Your own grocer can serve you with it regularly. Baked twice a day and delivered oven fresh.morning and afternoon, at your own grocer’s. Each loaf carnes thesealand guarantee of the City Baking Institute. For avv those delicious dishes that you serve on toast, Rice’s is the bread of breads because it toasts so perfectly