Notes

[alt text]
top: illustrations of pizza, a stack of pancakes and a waffle with maple syrup and a pat of butter, vanilla cake with chocolate frosting, a chocolate-chip cookie, a muffin, a chocolate-glazed donut, and an opened can of raw biscuits sit evenly spaced apart from one another on a white background.
bottom right: a photograph of two biscuits on a purple background with a butter knife in the corner sits in a polaroid-like frame beside the information on how to contact Rhône-Poulenc. 

[transcription]
LEVAIR. After all, profits should be part of the mix.
Call it the universal way to leaven for profit. Whether you’re preparing mixes for cakes, breads, muffins, waffles or just about anything else, LEVAIR from Rhône-Poulenc can help you make them better, and more cost effectively. 

Easy to use and economical in any formulation. LEVAIR is a leavening agent with a neutralizing value of 100, so for every pound of sodium carbonate in your mix, you use one pound of LEVAIR. Need to change your formulation? Simple. With LEVAIR’s 1:1 ratio, you can reformulate faster and easier, because there are no complex calculations. LEVAIR is economical, too, and can be used alone or in conjunction with a variety of other leavening agents.
An enticing mix of benefits. LEVAIR is widely used in the baking industry because it adds important benefits to virtually any prepared mix: Slow to react in dough or batter and with low bench action, LEVAIR is ideal for a wide variety of institutional applications where large quantities are mixed and held for extended periods before baking. Excellent buffering action adjusts prepared mixes to the varying influences of numerous ingredients. LEVAIR induces the formation of many thin-walled cells, giving baked goods a firm yet tender crumb texture. Thin-walled cells also help achieve complete “bake-out,” resulting in a dry crust coupled with moist, uniform eating qualities. LEVAIR is bland, and does not impart any flavor characteristics to the baked product.
Dough Rate of Reaction of Leavening Acids with Baking Soda
%CO2: 0, 10, 20, 30, 40
Time-Minutes: 0, 2, 4, 6, 8, 10, 12, 14, 16
LEVAIR*

Baking Soda (NaHCO3)
Even 16 minutes after mixing, products made with LEVAIR release less than 30% of their total CO2. This low bench action makes LEVAIR particularly useful in commercial operations using volume depositors.
LEVAIR has been working its baking magic since we introduced it in 1959. If you’d like to know why it’s every bit as popular today, ask for your free brochure on Rhǒne-Poulenc’s complete line of leavening agents. Contact Rhǒne-Poulenc Food Ingredients, CN 7500, Prospect Plains Road, Cranbury, NJ 08512. Questions? Ask Your Food-Tech Partner. For technical service, call 1-800-FID-TECH (1-800-343-8324): Your Food-Tech Partner
RP RHONE-POULENC FOOD INGREDIENTS
Circle 17 or see FEM, p. 257

[additional notes]
(Marjan Stuckart)
using “part of the mix” to refer to “profits” in the title of an advertisement targeting baked goods is particularly clever.

the inclusion of a graph comparing the rate of reaction with LEVAIR compared to regular baking soda (NaHCO3) and the reference to baking soda by its chemical formula give the advertisement validity.

interesting how “bland” is seen as a good thing for a leavening agent since it would not affect the flavor profile of the original baked good.