Home bread makers everywhere prefer Yeast Foam because it assures a light, sweet dough and because the flavor of the home loaf raised with Yeast Foam is noticeably better.
Yeast Foam - The Secret of the Delicious Flavor © 1920
Yeast Foam - Beautiful Bread © 1920
Yeast Foam & Magic Yeast - Bake Day! © 1923
Yeast Foam & Magic Yeast - "I Made it All Myself" © 1923
Northwestern Yeast Company, of Chicago, a million-dollar corporation which stands practically alone in the dried yeast field, is a remarkable reflection of business sentiment as it has prevailed at the various stages of the company's career. ~
A quarter of a century ago, when two separate concerns were making and marketing Magic Yeast and Yeast Foam, competition of the bitterest variety prevailed. The two companies fought each other tooth and nail. and the cost of the fight became so great that consolidation was finally affected as the best way to eliminate it.
Then followed a period during which the new Northwestern Yeast Company, possessed of the brands of these two companies and various others which it absorbed as opportunity offered and expediency advised, marketed all of them without discrimination or favor, This was both to protect previous good will and also to suggest nominal if not actual competition: for this was in the “trust-busting" era.
Today, when the wastes of unbridled competition are recognized, when competitors are being told by the Government to work together, and when price fixing and price maintenance affecting whole industries are common places that no longer excite comment or question, the company is standardizing on Yeast Foam and Magic Yeast. and in its advertising is eliminating all references to other brands.
Both products are put out in red packages, though the shape is somewhat different. The material itself, as indicated by the advertising, is exactly the same, and it is hoped by letting the public in on this family secret to avoid such experiences as those recorded on the Pacific Coast, where confirmed users of Yeast Foam from other sections have refused to accept anything else, even though offered Magic Yeast with the ex— planation that it is “just as good."
The company has the whole country carefully mapped out. allotting a definite trade section to each, and prior to the present campaign undertaken to popularize the two products the promotion work was carefully planned so that Yeast Foam would not be pushed in territory given over to Magic Yeast, and vice versa.
This arrangement will not be affected by the present advertising plan, but the good will of one will be switched to the other, it is hoped, so that consumers will readily accept either that the dealer may happen to have in stock.
Yeast Foam is sold principally to housekeepers, very little going to the commercial bakeries. This is because it takes several hours for the leaven to work when this product is used, the compressed variety operating much more rapidly.
As far as the housewife is concerned, this is considered an advantage, and is so described by the company. The larger the cities, the more important the commercial bakeries, and the greater the percentage of baker's bread eaten in the homes. This again has pointed in the direction of the smaller communities as the logical market for the product.