Notes

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A Fleischmann Bakery Ingredients advertisement demonstrating a kitchen scenario and there are hanging pots, a plate of baked bread, and many Fleischmann products. On the left there are a bunch of long texts introducing the research traditions of the company and its innovation. At the bottom of the advertisement it listed the types of product that Fleischmann produced for, including yeast, margarines, frozen eggs, dough improvers, leaveners, malts, bread flavors, enrichment wafers, sweeteners, and other ingredients.

Text Transcription:
Our tradition of research has always led to traditionally fine products. Our first laboratory was established by Fleischmann in 1922. From the beginning, a commitment to nutrition led to a series of product “firsts.”

Before enriched flour and bread were introduced, Fleischmann pioneered Vitamin B1 enriched yeast. Fleischmann research led to Fleischmann® high-potency Vitamin D irradiated dry yeast. The Fleischmann laboratory also developed the first instant puddings and the first instant coffee with 100% coffee.

The “firsts” continued with Fleischmann® Corn Oil Mar-garine, Egg Beaters,® Lev-U-Dex® high fructose corn syrup and, most recently, Fleischmann Yeast 2000,® the first uniform particle yeast.

And Fleischmann also offers 11 different yeast foods, dough improvers, 3 different leaveners, Vol-tex® fortified frozen eggs, and Tastex,® the bakers’ margarine shortening.

Fleischmann is a work-with company. Our expanded research and development capabilities are anything but self-serving. Everything we learn in our laboratories, everything we know and learn about consumers, every product break-through we achieve, stems from our commitment to bakers and food processors: to help make your finished product better and help meet the food needs of the future.

Fleischmann® BAKERY INGREDIENTS 295 Westport Avenue, Norwalk, CT 06851 A DIVISION OF STANDARD BRANDS INCORPORATED

YEAST Fleischmann’s® Compressed Yeast Yeast 2000 Fleischmann’s® Active Dry Yeast Fleischmann’s® Inactive Dry Yeast

MARGARINES, SHORTENINGS Tastex® Margarine Suntrex Colored Margarine Blue Bonnet® High Flavor Margarine Hi/Lo Soft Blue Bonnet® Margarine Liquid Blue Bonnet® Margarine Fleischmann’s® Corn Oil Margarine Red Band Shortening Soft Red Band Shortening Danish Roll-In Shortening Puff Pastry Shortening Sweet Goods Shortening

FROZEN EGGS Pasteurized Frozen Whole Eggs Pasteurized Frozen Vol-Tex® Pasteurized Vol-Whip® Egg Whites Pasteurized Frozen Sugar Yolks

Fleischmann-28 Pasteurized Frozen Egg-O-Mix

DOUGH IMPROVERS Arkady® Dough Improver Double Strength Arkady® Dough Improver Fermaloid® Dough Improver Modified Fermaloid® Dough Improver Modified Fermaloid® without Iodate Dough Improver A-Ferm Dough Improver Brew Buffer Dough Improver Brewloid® Dough Improver CMF Dough Improver MC₂ Fungal Enzyme

LEAVENERS Baking Powder SAS Baking Powder Cream Acid Salt Phos-Fo-Lac® Tart-O-Cream®

MALTS Diamalt® Diastatic Diamalt® Non-Diastatic DB® Diamalt® Diastatic DSB Diamalt® Diastatic Dry Diamalt® Diastatic Diamalt® Spramalt® Non-Diastatic Diamalt® Dark Spramalt® Non-Diastatic Diamalt® Stanofill® Non-Diastatic

BREAD FLAVORS, MOLD INHIBITORS Ry-Fla-Vor Rye Sour Chex Calcium Propionate Chex Sodium Propionate

ENRICHMENT WAFERS, OXIDANT TABLETS RDA 1 Ascorbic Acid Tablets Oxitabs Bromitabs

SWEETENERS Hon-nee Lev-U-Dex 100 HFCS Isomerose® 550 HFCS Isomerose® 900 HFCS Clinton® Dextrose

OTHER Vinegar Clinton® 105-A Powdered Corn Starch Starflo® Mechanical Dusting Starch Food Processing Grade Lactic Acid

Observation:

This advertisement linked together both research strength and traditional food quality. It gives a family styled kitchen, with hanging pots, packaged food and roasted bread rolls, making the processed ingredients look more familiar and accessible. The text highlighted the history of Fleischmann’s lab and the achievements of its “firsts”, nutritional values, and the relationship between bakers and food manufactures that are collaborating together. Overall, this advertisement is making industrial food technologies appeared to be a technique that can help processors to have more reliable food with high quality.

Tom Liu