Notes

Alt Text:
A black and white advertisement from Durkee Technical Service. Demonstrating a hand holding a soft white fat sample and there’s a thermometer inserted into it. The big headline says “MELT POINT Kaola-Style.”. The ad explained that Durkee’s Kaola frozen dessert fat has a melting point that is lower than the human body temperature. Aiming to reduce the oil texture and bad tasting from frozen desserts. At the bottom of the advertisement, there were labels of Durkee Technical Service and Glidden Products.

Text Transcription:  MELT POINT

Kaola-

Style

How Durkee Research Took the Oily After-taste Out of Frozen Desserts THE PROBLEM: complex. Consumers didn’t like a lot of things about frozen desserts. Especially oily after-taste and waxy film left in the mouth. The cause was the high melting point of vegetable fats which were being used to provide stand-up characteristics. Frozen dessert manufacturers needed a fat base designed specifically for their use—and Durkee’s Technical Research Staff set out to give them one.

THE SOLUTION: painstaking. New fat bases were developed. Frozen desserts were made... tested... tasted... and even produced in Durkee’s pilot plant which simulates actual plant conditions. The result was Kaola, a patented all-vegetable fat base with a melting point below body temperature. Today, taste panels invariably prefer frozen desserts made with Kaola over those made with competitive products.

THE SIGNIFICANCE: rational. Kaola, the unique frozen dessert fat, is another example of Durkee know-how and research facilities helping food producers market better products more economically. We’d welcome an opportunity to provide

comparable assistance to you whenever your product or process warrants further attention. Just drop a line to DURKEE TECHNICAL SERVICE

Department FT • 900 Union Commerce Building • Cleveland 14, Ohio

Jamaica, N.Y. • Louisville, Ky. • Berkeley, Calif. • Chicago, Ill.

QUALITY

Glidden

PRODUCTS

196B

Observation:
The ad used scientific image and technical terms, making Kaola seem to be trustworthy and research based. The image of hand, thermometer, and fat sample made the product look lab tested and not only promoting the texture. The ad pointed out a clear issue that frozen desserts can leave an oily after-taste and waxy feeling because the vegetarian fat has a higher melting point. After that the advertisement presented Kaola as a solution because it can be melted when the temperature gets below the human body. The advertisement is focusing on food companies and not regular consumers because it mentioned terms such as production, pilot plants, taste panels, and how to promote the product in a more economical way that Durkee is professional and also the production material is good.

Tom Liu