Food History 101

Fancy Jell-O During the Great Depression

By • August 2, 2013 • 7 Comments

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In Strange Food History, we're hitting the books -- to find you the strangest, quirkiest slices of our food heritage.

Today: How Jell-O was marketed during the Great Depression.

Jell-O cookbooks from Food52

“Entrees that look and taste different and (secret) may be made with yesterday’s left-overs! Salads that are new departures in taste thrills! Desserts that look like you’ve been hobnobbing with famous chefs -- yet they’re so easy to make, you can make them up while you’re thinking about it!”

So begins The Greater Jell-O Recipe Book, a pamphlet published by The General Foods Corporation in 1931. This cookbook, along with the other Jell-O-published pamphlets of the time, was just what home cooks needed at that moment: the recipes were quick, easy, and economical -- and a pathway to sophistication, to elegance, to worldliness. As Caroline Wyman says in her book  Jell- O: A Biography, “Jell-O can be and has been molded into whatever people need it to be”. In the 1930s, in a time of dust, of poverty, of hopelessness, people needed it to be sophisticated. People needed it to be elegant. People needed it to be fancy.

Jell-O book from Food52

The recipe names in these Jell-O pamphlets evoke this sense of worldliness, this sense of exoticism -- all with common, accessible ingredients. Some recipes recall names of foreign places:

Spanish Jell-O Salad: lemon Jell-O, vinegar, pimientos, white cabbage, celery, pickles
Hawaiian Sunset Mold: strawberry Jell-O, canned pineapple
Roman Sponge: cherry Jell-O, vanilla, almond extract, cream, macaroons, "nut meats"
Oriental Compote: lemon or orange Jell-O, peach juice, cold cooked rice, canned peaches
Jelly Sahara: strawberry Jell-O, prune juice, cooked prunes, confectioner’s sugar, egg whites

Others simply sound fancy:

Charlotte Russe Imperial: lemon Jell-O, egg yolks, sugar, milk, vanilla, cream
Jellied Vegetable Macedoine in Tomatoes: lemon Jell-O, tomatoes, tomato juice, cooked vegetables
Jell-O Blancmange: lemon Jell-O, cornstarch, sugar, milk, cream, vanilla

In all of these cases, the recipe names evoke something different, something far away. Spain could be reached with some pimientos and pickles. The Sahara Desert could be trekked with some prune juice and sugar. The kitchen became a place to explore the world, all with the help of Jell-O.

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Jump to Comments (7)

Tags: history, strange food history, food history, jell-o, great depression

Comments (7)

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over 1 year ago quinn

I am trying to guess the title of the blue book on the far right...Jello for the Au..? Ai..? Refrigerator? What could it be? It's driving me nuts!
Oh, and I grew up in a plain old jello-and-whipped-cream (real) home. I was married before I ever saw jello molds with vegetables and fruit. And then I saw a LOT of them...every woman in the family brought one to gatherings, it seemed.

Sit2

over 1 year ago Sam1148

Sam is a trusted home cook.

I would think Refrigerator. At the time most people had 'ice boxes' if that. Before the 30's only the very rich would have a Refrigerator and Chilled Jelled Deserts where a symbol of opulence. (think of it like Sous Vide today)...when Refrigerators started hitting middle class--Jello was then mass market item. Jello was 'fancy' because it says "I have a refrigerator"

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over 1 year ago quinn

I think you are probably right about Refrigerator, but what's the word starting with "A"? I spent a lot of time on etsy and ebay last night, looking at antique jello booklets, and saw several of the others pictures in this post, but not that one! Argh...

Sit2

over 1 year ago Sam1148

Sam is a trusted home cook.

AHHH....Maybe because of the snow flake pattern on the book.

JELLO SALADS the AUTUMN AND WINTER. WITHOUT A Refrigerator or ICE BOX.

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over 1 year ago quinn

You are GOOD! I don't know why this has stuck in my mind so much. Now I'm happy to have a possible solution. The only "Au" word I could come up with was "Australian" but "Jello for the Australian Refrigerator" didn't make a lot of sense!

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over 1 year ago Brette Warshaw

Just seeing this thread -- let me try to track another photo down! Will report back.

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over 1 year ago petitbleu

My great-grandmother (95 years old) still makes a Jell-O salad she calls Watergate Salad. It uses pistachio gelatin, pineapple, nuts, and whipped cream among other things. I don't believe this is a Depression-era salad, but she has a lot more up her sleeve and typically makes one every week.