FT1984v38i4p112_JamesRiverCo_SolkaFloc_Cellulose_EmmaJacquay

This ad does not contain any visuals, just text. The title of this ad is writen in contrasting fonts, the top line is writen in an elaborate black cursive, and the bottom line in gold block lettering. The rest of the ad keeps this theme with subtle uses of gold to break text, all to match the James River Corporation logo. 

[Transcription] 

Title: High Fiber Low Calories

Subtitle: A new market waiting to happen…Solka-Floc powdered cellulose

Body: There are certain characteristics in food products that almost gurantee success. Low caloric content and high fiber are two of these. 

            Solka-Floc powdered cellulose is essentially non-caloric, has no flavor or odor, contains 72-90% crude fiber, and meets all the specifications for powdered cellulose in the Food Chemicals Codex.

            If your new food product would benefit from low calories and high fiber…consider Solka-Floc. If your food product could benefit from bulking, binding, texturizing…consider Solka-Floc. 

           There are eight grades of Solka-Floc, each designed to meet your specific food product needs. 

           If you’d like to know more about how Solka-Floc can support your product development needs, please call or write us. We can provide interesting data regarding Solka-Floc applications and case histories.  

Captured by: Emma Jacquay

I chose to capture this ad because the product itself and its qualities were interesting to me. I was initially drawn in by the promise of low calories. Products which are capable of substituting current incredients and reducing the overall calories of said product are of particular interest to me given that this substitution is a clear indication of what our bodies are able to metabolize and an idication that our body is reactive to these substitutions which might have their own unknown health impacts or rebound effects. Looking further I was a bit surprised by this product’s advertized fiber content given that the removal of fiber from our foods via processing has created a number of health impacts for people who consume these products in high volume. For this reason I thought this product seemed potentially too good to be true, and was curious about whether or not it found success in the food industry and whether or not people saw the value of fiber in the 1980s. The ad also explains the potential applications for Solka-Floc as a bulking, binding, and texturing agent which seems consistent with what would be expected from cellulose and a product high in fiber.