Britain: Alas, Poor Betty

As its culinary ambassador to Britain, General Mills in 1959 dispatched none other than Betty Crocker, the label that has become the U.S. housewife's familiar kitchen companion. Armed with a portfolio of 17 "complete" baking mixes with which to win British housewives to the idea of ready-mix, Betty acted with admirable diplomacy. She altered some formulas slightly to please the British palate, created two new ones especially for English teatime, even scaled down the ingredients in the mix to fit the smaller cake tins used by British housewives. To back Betty up, General Mills spent nearly $1,000.000 on an advertising...

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