PUBLICITY: $50,000 Twist

Under the smooth promotional hand of Pillsbury Mills, Inc., 100 top amateur U.S. cooks competed last week in Manhattan's Waldorf-Astoria Hotel in a $70,-ooo prize baking contest. With 100 electric ranges set up on the ballroom floor, the cooks—97 women and three men—donned aprons and went to work. All day, under the watchful gaze of judges, the hopefuls produced such culinary delights as golden glow cake, black & white pie and glorified cherry upside-down cake.

When the time came to hand out the $50,000 first prize, it was won by a simple roll with the fanciest name of all—the "water-rising...

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