Word: foodes
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Dates: during 1950-1959
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Mortimer wants products with the widest popular appeal, shies away from the specialized or offbeat food. At General Foods, this policy has resulted in a pretax profit of 10? on sales v. 6.8? for the No. 3 processor, Standard Brands (Chase & Sanborn, Royal desserts, etc.), but well below the 14.8? of Campbell Soup, the No. 2 company. Overall, General Foods profits have risen from $28 million in 1954, when Mortimer took over, to an estimated $60 million this year. But Mortimer is still not satisfied with some of his products, notably the Gourmet line, intends to make some changes. Says...
Keen Smell. To find the products that General Foods should sell, the company runs the biggest private food-research laboratory in the U.S. on a 55-acre site at Tarrytown, N.Y., also keeps 155 women busy in a mammoth test kitchen in suburban White Plains. The kitchens are run by Vice President Ellen-Ann Dunham, a bright and forceful woman of 47, who likes to cook from scratch. Both lab and kitchen are filled with people who have been selected for their keen sense of taste and smell, and-more important-their ability to describe differences...
Since Mortimer took over the company, General Foods has plunged more deeply into research. It used to spend .5% of its sales dollar on research, this year will spend 1.3%. Its laboratories are equipped with 19 storage rooms that simulate desert, winter, tropic and arctic climates to test how long products will stand up in each. They have a texturometer that can gauge the chewiness of everything from beefsteak to whipped cream, automatic analyzers that can tell how much gelatin is in a batch of JellO, or what kind of protein is in a piece of meat. The laboratories produced...
Glatsky in the Future. What lies in the future for General Foods and the rest of the industry? One of the industry's widely heralded ventures, frozen soups, which were pioneered by Campbell's, are not going too well. Heinz dropped them after a brief try; General Foods so far has avoided the field. Dietetic foods have shown little growth, and General Foods has only one product in the dietetic line (D-Zerta), is considering plugging it among complexion-conscious teenagers. The industry agrees that geriatric foods are a promising and challenging field, but so far oldsters have...
...revolution has already gone beyond the mere limits of natural food. General Foods' Tang is a completely artificial product created in the laboratory. Scientists have already isolated 30 volatile elements in coffee, some day may be able to produce artificial coffee that tastes just as good as the real thing. Charlie Mortimer, a "show me" man, admits that there are some practical limits to the revolution in the kitchen. Says he: "You cannot sell me on some new food called 'Glatsky' that will have all the nutrients of a steak. I want my steak...