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General Foods

MODERN FOODS FOR MODERN MENUS Vintage Recipe Booklet Published by Birds Eye Brand ©1942

MODERN FOODS FOR MODERN MENUS Vintage Recipe Booklet Published by Birds Eye Brand ©1942

Regular price $18.00 USD
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MODERN FOODS FOR MODERN MENUS is a softcover vintage cooking booklet published by General Foods Corporation in 1942. The booklet is less of a recipe booklet and more of an educational booklet on commercially quick-freezing foods.

Although frozen foods had been available for several decades, before 1930, the home cook's use of commercially frozen foods was not the norm. It was not until 1924 when Clarence Birdseye, a scientist and inventor discovered the "quick freezing method," that frozen foods began to gain momentum. Not long after the discovery, General Foods acquired all the rights to the process, and in 1930, placed Birds Eye Frosted Foods on the market. By the time of the printing of this booklet, the Birds Eye Division offered more than 50 different frozen foods.

The booklet was prepared especially for students and consumers to explain the history behind frozen foods and why the new "quick freezing method" was a modern miracle.  It goes behind the scenes to show how quick-frozen foods are produced and distributed, explains how they better meet nutritional needs and are more convenient than some fresh foods, and provides special techniques for handling them in the kitchen. The 36-page booklet is filled with photographs, vintage illustrations and charts.  It measures measures 8 ¼” high by 5 ½” wide and appears to be rarely used.  The initials JM are written on the cover's top left corner.

The booklet is a great example of mid-century American retail advertising when store, food products, and new appliance promotions included branded cookbooks, recipe pamphlets and booklets as give-aways.

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