Word: rationalization
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...will now taste more like the fresh; powdered milk and milk fats will be shipped overseas separately, whipped together just before mealtime to seem more like bottled milk; canned bread and poundcake are guaranteed to hold their shape and taste for two years in any climate. The old "K" ration even has a new name-an "assault food packet"-and will be fortified by a new variety of canned meats, besides old familiars: crackers, chocolate, cigarettes, matches and toilet paper...
...Sheriff Ed Lemkull was playfully roughed up (see cut). Red flags were hung all over the main street and road blocks established. One oldster complained bitterly about standing in line for a permit to buy each glass of beer. "That's the severity of it, Al," explained the ration clerk...
Even the Tories were happy because they could say, "I told you so." During the last election campaign, Churchill had demanded an ending of the petrol ration and been charged with "irresponsibility" by his Laborite opponents. The happiest of all, however, were the tens of thousands of Britons whose cars have been limited to a thwarting 90 miles' worth of petrol a month...
Only a few weeks ago the Labor government had held out no hope of increasing the ration. Extra petrol meant spending extra dollars, since 36% of Britain's supply must come from U.S. companies, and spending dollars meant going without timber for houses and food for lunch. The government, many Britons knew, had been busy since last November with some sort of negotiations with U.S. oil companies, but the only result seemed to be a decision to cut dollar-spending even more. Then, one day last week, Fuel Minister Philip Noel-Baker rose in the House of Commons...
There was only one cloud to mar the horizon. The tea ration, announced Food Minister Maurice Webb, would soon be cut from 2½ to two ounces a week...