Word: longs
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Dates: during 1950-1959
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...millions of U.S. housewives. The remarkable rise of "conven-ience" or processed foods-heralded by the slogans "instant," "ready to cook" and "heat and serve"-has set off a revolution in U.S. eating habits, brought a bit of magic into the U.S. kitchen. It has freed the housewife from long hours at the stove, made her more conscious of sound nutrition, provided her with a happily bewildering variety of foods and delicacies. A few years ago it took the housewife 5½ hours to prepare daily meals for a family of four; today she can do it in 90 minutes...
...just put on sale a complete pizza mix in a tube; National Dairy this fall began selling liquid instant coffee in an Aerosol can. Seabrook Farms and others put out casserole dishes in plastic bags that can be tossed whole into a pot of water, cooked and served. Before long, Tropicana will introduce concentrated orange drink in an Aerosol can that automatically dispenses a teaspoon at a time for mixing...
...Greenough Mortimer was born in Brooklyn, the son of a brilliant but unbusinesslike inventor father and a sensible, businesslike mother, who is still alive at 86. A stout boy who learned to fight early because his playmates called him "Fatty," he was an only child and one of a long string of Charles Greenough Mortimers. "I made the mistake once," he says, "of tracing the Mortimers back to England. I got as far as the one who seduced the wife of Edward II and I stopped. They were all rogues...
...alongside such later advertising stars as Ted Bates, William Benton (former Senator from Connecticut) and Chester Bowles. When Batten was sold to the agency that later became Batten, Barton, Durstine & Osborne, Mortimer went over to Postum, got a job as an assistant ad manager for Sanka and Calumet. Not long after, he confided to a friend: "I want to spend the rest of my life here. And some day I'd like to be president...
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...