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The versatility of Gold Medal® White Cake Mix cannot be beat. It’s the basis for a wide range of desserts—from bars to cookies to cupcakes to biscotti.. The step-by-step instructions are easy to follow and are complemented by gorgeous food photography. Complete nutritional information is included for each recipe.
Though the standard line is that the cake mix was born after World War II and was developed by corporate mills that had too much flour on their hands, it’s really older— it was brought into being at least as early as the 1930s, thanks to a surplus not of flour but of molasses. We have a Pittsburgh company called P. Duff and Sons to thank.
And then they ground to a halt. In the 1950s, sales of cake mix flattened out, companies closed up shop, and executives at those that survived racked their brains to figure out where they were going wrong. Dichter made his appearance, and proclaimed that housewives needed to feel like a more integral part of the creative process.
What the urban legend does get right is the fact that cake mixes didn’t really take off until after World War II, when the big flour companies, which had spent the war years “revving up” for the postwar market, as Shapiro puts it, got into the cake-mix game once the G.I.s were home.
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