Back in the 1920s, half a century before the PX business boomed in the country, popular American-made products were already available to Filipinos—without restrictions. These were directly imported by legitimate distributors who had offices and branches throughout the country, and advertised in leading magazines and newspapers of their time. Here are examples of print ads of American food products that one can pick right off a store shelf in 1926.
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| Campbell's Tomato Soup, 1926 Ad. |
Campbell's, was put up in 1869 by fruit merchant Joseph Campbell and Abraham Anderson, which today is one of the largest processed companies in the world. The flagship brand is Campbell’s Soups, with such variants like Cream of Mushroom,Cream of Chicken, Tomato, Chicken Noodle, Cheddar Cheese and French Onion Soup. John Dorrance became the company president from 1914 – 1930, and being a chemist, he developed a commercial process for condensing soup by halving the quantity of its heaviest ingredient: water. The success of the company enabled it to distribute its products internationally, finding its way to the country in the 1920s, and sold by authorized dealers.
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| Hershey's Cocoa Powder Ad, 1929 Ad |
Hershey’s was founded in 1894 by Milton S. Hershey in 1894 in Pennsylvania., one of the world’s largest chocolate manufacturers. Breakfast Cocoa was one of the first products manufactured by Hershey’s, and made its appearance in the Philippines in the 1920s. Filipinos then were already drinking cacao-based tsokolate, so Hershey’s Breakfast Cocoa gained patronage as the powder was also used for baking. Hershey’s Philippines continues to sell products, including on online channels. Hershey’s Cocoa is still available in the market today after over 100 years!
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| Kellogg's Corn Flakes, 1935 Print Ad |
The staple of American breakfast—Kellogg’s Corn Flakes—involved several family members like Ella Eaton Kellogg, John Harvey Kellogg, his younger brother Will Keith Kellogg. The wheat based product, that was rolled into flakes that were baked, were served at a sanitarium, but demand became heavy and so the flakes were sold thru mail-order. The contentious Kellogg brothers had a falling out, so in 1906, and renamed it the Kellogg Toasted Corn Flake Company in 1909 (shortened the Kellogg Company in 1922.) Kellogg Corn Flakes were available in Manila by the 1920s, sold for its health benefits. It was made to appeal more to the American market in the Philippines, as Filipinos favored rice for breakfast. Today, Kellogg’s are available in the Philippines which is part of Kellogg’s SouthEast Asia network. Fruit loops and frosted flakes come from thei manufacturing plants in Thailand.
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| SUN-MAID Raisins, 1926 Ad |
In 1912, raising growers in California and banded together to sell their common product as one, thus the California Associated Raisin Company was born. Under the brand SUN-MAID, coined by advertising man E.A. Berg, the California seedless raisin products, in their iconic carton boxes featuring a bonneted woman with a basket of grapes against a yellow sun, was launched in the market. SUN-MAID Raisins were so special in the Philippines that they were advertised only during the holidays, as snacks or as ingredients for candies and fruitcakes,
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| WRIGLEY'S Gum, 1926 Print Ad |
The historic Wrigley chewing gum company was founded 133 years ago in 1891 by Wiliam Wrigley Jr. in Chicago, Illinois. He actually was into selling baking powder, which he promoted by giving 2 packs of chewing gum for every purchase. It was the chewing gum, however, that interested consumers more. Thus began his Wrigley’s Spearmint Gum, that would catapult Wrigley Company as the largest manufacturer and marketer of chewing gum in the world. Wrigley’s Spearmint Gum made use of a “Spearman” mascot in promoting the product in the Philippines. Succeeding variants were Juicy Fruit, a bestseller in the country, and Doublemint,
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