What began as a simple idea—giving away free brouchures with illustrations and recipes to advertise food and food brands—became so popular by the mid-20th century that recipe brochures, replete with colorful images of ornate dishes, were fixtures in every housewife’s kitchen across America. Originally containing only illustrations, the booklets featured color photography by the 1950s but became obsolete not long afterward, due to the rise in popularity of fast food and television advertising. This book brings together the best—and most unbelievably kitschy—images from a broad selection of such brochures.
Cultural anthropologist and popular culture historian Jim Heimannis Executive Editor for TASCHEN America, and author of numerous books on architecture, pop culture, and the history of Los Angeles, and Hollywood. His unrivaled private collection of ephemera has been featured in museum collections internationally and in numerous publications.