This is a fun little advertising booklet geared to the homemaker who wanted to lose weight. The undated booklet was an advertising giveaway from the A. Moll Grocer Co in St. Louis, MO located in University City based on the address.. The grocer was located on the corner of Delmar and De Baliviere near Washington University’s campus. Given the history of the Sanitarium, it appears that this book is likely from the 1930’s -1940’s. An internet search for the A. Moll Grocer Co indicates that it was in business from the 1890’s through about 1943, and the building has been subsequently demolished.
The booklet features foods from the Battle Creek Food Co. of Battle Creek, Michigan and advertises proudly that this grocer is an authorized dealer of Battle Creek Sanitarium Health Foods for Everybody. The Battle Creek Sanitarium was a premier health resort and spa that was founded in 1876 and closed in 1943. The Sanitarium was managed by Dr. John Harvey Kellogg and the food brands were a precursor to Kellogg’s foods. The foods that were available commercially to the public at large were also a part of the spa’s food offerings. So the common housewife could eat and partake of the same foods that celebrities such as Amelia Earhart and James Cash Penney ate when visiting the spa.
The booklet advertises some of the Battle Creek Sanitarium Foods that can be incorporated into a weight loss regimen and even gives the prices of these items. An example is Savita, a yeast extract that can substitute for beef broth or bouillon, and costs 50 cents for a 3 1/4 oz jar. Another example is canned gluten bread that is made of Sanitarium Gluten Flour 44.81% and is packaged in a convenient ten ounce tin with half of the fattening properties of regular bakery bread. It can be toasted. A 10 oz loaf would cost 35 cents. There are several laxative products featured as a hedge against irregularity including Fig bran!
There is a 6 day weight loss Meal Plan with suggestions for all three meals. There is a list of foods with calorie counts. There are recipes using Sanitarium food products. And, even at that time, there are precautions to heed for weight reduction so that it occurs at an appropriate amount over time. There are actuarial tables for ideal weights for men an women from the Association of Life Insurance Medical Directors.
The book measures about 3 1/4 by 6 1/4 inches and has 25 numbered pages. The book is stapled, the cover is clean and has a string bookmark that can be moved from page to page to mark the important parts of the diet, recipes or shopping reminders. There are no loose or dirty or torn pages. This is a great little book that shows you that the desire for weight loss has always been with us!