1949 - Food And Drink

Food And Drink

The first edible vegetable-protein fiber made from spun soy isolate is introduced (see 1937). Chemical engineer Robert Boyer files for patents on a process for de-hulling soybeans, turning them into flakes, then into oil flakes, milling the flakes into a flour that is more than 50 percent protein, and further processing the flour to make it 90 percent protein (see 1957).

Frozen orange juice concentrate sales continue to soar (see 1948). A story in the June issue of Reader's Digest accelerates the boom (see 1947; 1959). Minute Maid Orange Juice is promoted by crooner Bing Crosby, 46, who acquires 20,000 shares of stock in Vacuum Foods Co. on the advice of John Hay Whitney in exchange for a daily 15-minute radio show that pushes concentrate sales. Vacuum Foods renames itself Minute Maid Corp. (see 1947; 1959).

General Mills and Pillsbury introduce prepared cake mixes, initially in chocolate, gold, and white varieties. Angel food cake and dozens of other flavors will later be added.

Pillsbury inaugurates "Bake-Offs" designed to develop recipes using its flour. Beginning in 1968 contestants will be permitted to use Pillsbury mixes or refrigerated products as well as Pillsbury flour.

Sara Lee Cheese Cake is introduced by Chicago baker Charles Lubin, 44, whose refrigerated cream-cheese product will make his Kitchens of Sara Lee (named after his 9-year-old daughter) one of the world's largest bakeries. Lubin has owned and operated a chain of retail bakeries since 1935 and has decided to expand distribution to supermarkets.

About 70 percent of fluid milk sold in the United States is homogenized, up from 33 percent in 1940. Within a decade it will be almost impossible to obtain non-homogenized milk, which does not keep as well and is more likely to pick up foreign odors. Homogenization will increase consumption of milk and milk products.

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