Rowntree’s Chocolate Crisp adverts, 1937

Rowntree’s Chocolate Crisp launched in 1935, and is now better known as the Kit Kat. Here’s some adverts for it from 1937.

It was marketed in these early years as a kind of quick meal substitute, “The biggest little meal”. A busy tailor for example, could scarf one down quickly if he didn’t have time for a lunch break. Although, frankly, he’s leaving it a bit late if he can’t get lunch before 3pm anyway.

The Mirror, 1937

The Mirror, 1937

And it’s just the job if you’ve been waiting for hours for George VI’s coronation procession and you’ve forgotten to bring any food for the day:

The Mirror, 1937

The Mirror, 1937

I must say, these adverts are working on me. It sounds absolutely delicious – crisp wafers, milk-cream chocolate and a lacing of finest butter. And it’s nourishing too! In fact, I’ve gone out and bought a Kit Kat, and am eating it right now. An advert from nearly 80 years ago has influenced me, so it must be a good one. I so wish I could try the “finest butter” 1937 version though.

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2 Responses

  1. March 4, 2015

    […] The KitKat started life as Rowntree’s Chocolate Crisp and was marketed in the 1930s as a nourishing meal substitute – here […]

  2. June 30, 2015

    […] actually included meat extract in some form. It was sold (as every food-and-drink-stuff was, even chocolate) as being good for you. It was also advertised as a nourishing drink for invalids. Invalid cookery […]

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