Evening Star Newspaper, March 25, 1929, Page 29

£ s How the famous slo-baked Wonder Bread was o developed by the Continental Baking Com- /pany after two years’ intensive research. » Why it has swept to quick success WHAT A RECEPTION TRESE WON. DER BREAD SANDWICHES GET! This drawing by a popular artist shows a hostess being simply mob- bed by her hungry guests. Madam: This advertisement describes for you a new and wastly better bread. $5,094,000 was spent on bakeries and equipment alone before it was placed on the market. More than $1,000,000 extra is spent each year to provide ingredients of super quality. Reading time 3 minutes, 49 seconds BY ALICE ADAMS PROCTOR At last America has a scientifically perfect bread. A bread that combines for the first time rare delicacy of flavor with remarkable nutritive and diet- etic qualities. A bread that slices quickly and easily and keeps fresh to the very last slice. A bread, thus, that offers house- wives the very advantages they have always sought. It isa product of the Continental Baking Company, and its name is Wonder Bread. The story of its development at @ cost of six million dollars reads like fiction. In 1925 Continental officials de- cided to produce a national bread. A truly perfect bread, worthy to be sold from coast to coast. i 1 e fromevest focomst. | Mape MevmyOmp e o —,—— — ———— MRS. BROWN Discovers WONDER BREAD . . . . Described in Pictures } To accomplish this a group of bread ex- perts were called together. Every modern aid was placed at their command. They were directed to spare neither effort nor expense to achieve their goal. First they studied all the popular brands. They noted their advantages—and ob- served the features that were lacking. They experimented with flour from all parts of the country. They sought in- gredients with maximum dietetic value. Develop remarkable recipe At last after tedious months of effort they developed & remarkable recipe. 1t calls for specially milled short patent flour, made only from the most nutritious part of the wheat, the very heart of the wheat berry. Spring wheat from the Northwest is carefully blended with the famous hard winter wheat froxa the grain belt of the Southwest. Double the usual milk content is used. And that milk must be 7puuuriud. The sugar tests 99.7% and the salt 99.6% pure. The very highest grade! in all parts of America Please Make This Amazing Toast Test Here's a test that quickly prove goodness of Wonder Bread. Tak of this slo-baked bread and any ordinary bread. Toast both. compare them. TheWonder Bread toast will be browned evenly. The other slice will be only partially browned. This test will astonish you. Just try it! But even with this recipe something was lacking. The bread seemed dainty and delicious enough. And yet even then these men were not satisfied. A special method of baking | It was then that they discovered a special Here’s a typical store scene soon after Wonder Bread was announced. It was amazing to us, even, how quickly women took to this slo-baked bread. Once they try one loaf they just laugh at the idea of ordinary brands. method of baking. They would slo-bake this bread. A process de- signed to form a delicate ecrisp and firm crust. Also to seal in the delicious nut-like flavor of the wheat and prolong the freshness. Their entire baking experience went into this supreme effort. A delicate oven adjustment. The final trial. A notation. SUCCESS! And thus, Madam, two years ago Amer- jea’s Wonder Bread was created. Thus many months of painstaking labor were finally crowned with success. Everyloaf samehigh standard The development of Wonder Bread had been a mighty problem. But unless the original goodness of that first scientifically perfect loaf could be duplicated millions of times a day, those months and months of tedious effort would be spent in vain. So six million dollars was spent to put ‘Wonder Bread on your table! New mod- ern equipment was purchased. Bakeries were altered or enlarged to accommodate the new scientific baking devices. The vast sum of $5,094,000 was spent for this purpose alone. But that was not all. Every housewife knows that modern baking equipment alone will not produce good bread. Of equal importance is the ingredients of which the loaf is made. | To make every loaf of Wonder Bread up to our original standard, over a million dollars extra must be spent each year for the purchase of specially milled short pat- ent flour and other quality ingredients which the Wonder Bread recipe demands. Only ingredients of extra quality are used in Wonder Bread. It is this extra quality that costs over 2 million dollars each year. Thus, Madam, do we guarantee to twenty-five million Americans a truly amazing loaf of bread. | Why it builds health A careful analysis soon established Won- der Bread as the cheapest and most effi- cient energy food you can buy. Every loaf is packed with more than 1100 calories. Hence Wonder Bread largely supplies the necessary energy needed by the human body. 1t provides, in addition, 609 of all the protein needed by your body. Protein, as you know, is the food element that re- places worn-out body tissues. It contains, in addition, calcium and phosphate, which are so essential in the | hardening of the bones and teeth of grow- | ing children. | Hence, Madam, Wonder Bread fosters | family health amazingly. It offers in cor- | rect proportions the very elements needed | | Above is shown a scene in a Continen- | tal bakery. Here trained food bakers watch over the mix- | ing and kneading of the dough and then carefully Slo - bake every loaf as told below. to promote sturdy bodies and active minds. Little wonder dietitians urge moth- ers for their chil- dren’s sake to accept no other brand. Today a sweeping success Asits advantages became known, Wonder Bread has swept to quick success. Women by the millions have been won to its use. Many from brands they have favored for | years. Today it is sold by grocers from coast | to coast. It is acclaimeq as the Nation’s Wonder Bread. The total cost involved in offering this | bread to housewives staggers the imagina- | tion. The months of research that pre- ceded the zctual discovery plus the ex- penditures for new bakeries and special ovens and ingredients of extra quality amount to $6,094,000. | And yet in our opinion this is a modest price to pay for the remarkable health | benefits this delicious bread offers the American people. So obtain a loaf today at your grocer's. Observe its advantages. | Note how firm and tender it is. How smoothly and easily it slices. How fra- grantly fresh it is to begin with. And how long it keeps that original freshness. You'll be delighted and amazed. A Ilainléy Sandwich Guests All Praise By Alice Adsms Procter Let me describe for you this week ‘what many women consider one of my most successful sandwiches. It is selected from my now famous sandwich booklet that many women have found so useful. I call it my “Topless Sandwich.” Bacon Sandwich, Russian Style Slices of brend (as many as needed). Toast on one side only. Spread untoasted side with but- ter. Cover with sliced uncooked and skinned tomatoes. Arrange three strips of uncooked bacon across each sandwich. Place a thin layer of cheese. on top. Sprinkle with paprika. Set in hot baking oven till bacon curls and edges are browned. Serve at once on warm doily, with ripe olives. These sandwiches may be cut in circles for more dainty servi or the crusts may be lef! the sandwich provide course. This, as I told you, is but one of many new recipes I have prepared. Your name and address brings you m: “Wonder Sandwich Booklet.” It's free. The coupon below is for your convenience. Only this one word of warning. At~ tempt none of these sandwiches with out Wonder Bread. This is highly important. ‘Wonder Bread, you see, slices :fiily and firmly. You can cut it delightfully thin. And, of course, its remarkable flavor adds immeasurably to the taste of the sandwich self. € 1929, Continental Baking Gou At times, Madam, you may be urged to accept some ordinary bread. Think carefully, please, before you do. Only in the Genuine Wonder Bread do you secure theadvantages described in thisadvertisement. These 7.Quick Facts Explain Wonder Bread’s Success 1. Slo-baked to seal in delicate flavor, to prolong freshness. 2. Toasts quickly to an even golden brown. 8. Rich in vital food elements for growth and energy. 4. Made of specially milled short gatent flour (the heart of the wheat erry). 5. Double the usual quantity of milk. Every drop pasteurized. nental Food Authority, is now offering an extremely valuable booklet to her friends. It describes in a vivid, inter- esting way many novel sandwiches. Also how to serve them and when. A free complimentary copy will be sent at your request. See coupon. Mail Today For Absorbing Booklet tells how to make sandwiches CORBY BAKERY 2301 Georgia Ave., Washington, D, C. 6. Allingredients tested for quality, purity and nutritive value by a staff of sixteen food experts. ) 7. Delivered to your grocer, oven= fresh, in the morning and afternoon. Alice Adams Proctor, the Conti- LOOK LIKE JACK DEMPSEY? No, it’s just Mr. Brown again, showing his little ‘'son how Wonder Bread will make him big and strong. This slo-baked bread is packed with vital food elements for growth and energy. It con- tains calcium, and phosphates, too, to harden teeth and strengthen growing bones. JUST LOOK AT THESE HAPPY FACES! Mr. Brown is pretty particular about his toast. But one look at him shows there's no complaint this time. Wonder Bread, you see, slices nice and thin. And the slo-baking we t makes it toast more evenly than any other you buy. The toast test shown in the oval above proves Wonder the finest bread you can buy. HERE'S MRS. BROWN AT HER GROCER'S. Does he approve of Wonder? Just look at the expression on his face as he tells Mrs. Brown how Wonder Bread comes to his store fresh every morning and afternoon. Perhaps that’s one reason why so many womennowrefusetobuyordinary brands. SNAPSHOT ABOVE SHOWS TYPICAL BACK- FENCE SCENE. Women who try Wonder Bread just can’t keep the good news to themselves. Here's one neighbor telling Mrs. Brown that any one who buys ordi bread when Wonder Bread is available fooling herself. You'll say the same thing. Please send me FREE your sandwich booklet.