What Shall I Cook Today? 124 Thrifty, Healthful Tested Recipes By the Makers of Spry Pure Vegetable Shortening
[Spry Pure Vegetable Shortening]

Cambridge, Mass., Lever Brothers Company, c1940


Stapled illustrated wraps; 6 by 7.25 inches; 48 pages with an index and printing on the inside of the covers. The front and rear have cartoon boxes with testimonials. Illustrated with a few color plates and many b/w photographs. The recipes are arranged in three attractive and easy to use columns: ingredients, directions and titles along the side

Carefully handled, text clean; light wear with a partial lower front corner fold.

Very Good / No Dust Jacket As Issued. Stapled stiff illustrated wraps.

A promotional cookbook showcasing Spry Vegetable Shortening, a formidable rival to Procter & Gamble's Crisco, which was manufactured by Lever Brothers during the late 1930s and throughout the 1940s.

Spry, a notable brand of vegetable shortening, emerged under the support of Lever Brothers in 1936. In a spirited rivalry with Procter & Gamble's Crisco, Spry soared to prominence, thanks to its vigorous promotional campaigns featuring the beloved mascot, Aunt Jenny. Remarkably, it managed to capture an impressive 75 percent of Crisco's market share.

During its zenith in the 1950s, an iconic, brightly blinking sign promoting Spry adorned the New Jersey side of the Hudson River. This luminous landmark became an indelible part of the Manhattan evening skyline, garnering mentions in The New Yorker magazine on several occasions and even gracing the magazine's cover at least once. [wiki]

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