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culture

Vintage Toronto Ads: 100,000 Pounds of Loblaws Christmas Cake

Can you resist a holiday treat made from "New Laid Eggs?"

Source: the Telegram, December 9, 1929.

A centrepiece of Loblaws’ local holiday promotions this year is the giant gingerbread house constructed from real cookies at its Maple Leaf Gardens store. Had that edible homestead been built in 1929, it might have utilized some of the 100,000 pounds of potential doorstoppers made at the corporate bakery that year.

Opened in October 1928, the Loblaw corporate headquarters at Bathurst and Fleet Streets (now Lake Shore Boulevard West) included offices, warehouses, and manufacturing facilities. The fine print in today’s ad boasted about the building’s baking capability:

The latest type of automatic mixing equipment and the most modern electric ovens available are now in operation at the Loblaw bakery in the company’s new warehouse and factory building on Fleet Street. More than a ton of cake and half a ton of cookies are baked every day in the ovens and distributed to the groceterias. Neither the cakes (or cookies) nor the materials of which they are made are ever touched by hand. Photos show the staff withdrawing cakes from the high power ovens, which can generate a heat up to 600 degrees.

The holiday treat’s billing as “Christmas Cake” makes us wonder if Loblaws observed a seasonal naming tradition, or if “fruitcake” was already scarred by too many jokes about its shelf life. The ad writer makes it sound like a tempting treat, thanks to ingredients like “Valencia Almonds” and “New Laid Eggs.” His or her copy places the cake much higher on the class scale than the poor “Real Value Chocolate Puffs,” which are “just a real good chocolate coated marshmallow biscuit.”

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