1919 Swans Down Cake Flour Advertisement

image of box of cake flour in an advertisement
Source: American Bakery (August/September, 1919)

Old advertisements provide lots of information about which cooking ingredients were available at different periods of time – and they also sometimes provide information about how those goods were packaged. The waxed paper wrapper surrounding the Swans Down Cake Flour package was obviously seen as a key selling point in this 1919 advertisement.

30 thoughts on “1919 Swans Down Cake Flour Advertisement

  1. I can always count on you for a brief respite from work when I need to look up something from one of your posts. Why wrapped in waxed paper led me to a 1919 American Cookery advertisements. Fun!

  2. Yes. I remember waxed paper being everywhere for wrapping and now it’s plastic. For the sake of the planet we probably need to go back to waxed paper – but I’m not sure what the wax was they used.

    1. I agree, waxed paper is probably better for the environment. I’m guessing that waxed paper is made by coating paper with paraffin, but I’m not sure.

    1. I also have a roll of waxed paper. I use it from time to time to line cake pans when I want to take a cake out of the pan, to cover foods in the microwave, etc. I want one of the 10 cent Cake Secret books, too. It sounds like a bargain. 🙂

    1. hmm. . . I know how often I buy cake flour (not very often), so I probably won’t pay much more for it. That said, your comment makes we curious about how much more it cost than all-purpose flour.

    1. So did we. I’d totally forgotten about that until you mentioned it. We would cut a piece of cardboard just a little smaller than the envelop from a cereal box and then tape the coins to it. Thanks for the memory.

    1. I think that there were more types of flour than you might think available a hundred years ago. I’ve made recipes that called for pastry flour, as well as recipes that called for graham flour. And, I’ve found that some of these old-time flours can be somewhat difficult to find today.

      1. I didn’t realize there were choices of flours a hundred years ago. I often shopped with my mother in the 50’s, but I don’t remember specific products. I wouldn’t think there were many different things on the shelf of an independent grocery store in a small Southern town. It would be nice if I were wrong.

        1. I’m sure you’re right. I also remember the small grocery stores in towns near where I grew up. They weren’t very large, and couldn’t possibly have stocked very many products.

    1. I’m guessing that the maker of Swans Down Flour (Igleheart Brothers) was a major employer in Evansville, Indiana – so if the letter got to the town, the post office employees would be able to get it to the company with no street address.

  3. I forgot about wax paper being used that way! I’ve used Swan cake flour before for Angel food cakes , now I just use golden medal flour..works just as good .

    1. I occasionally use cake flour (and currently have a box in my kitchen cupboard), but like you, I’m never quite sure whether the finished product is any better when I use it instead of all-purpose flour.

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