Fresher in Cellophane
This 1958 Du Pont ad declares: “Candy’s at its best in Cellophane!”
And it was no exaggeration. From the 1930s through the 1960s, Cellophane was the very best wrapping material for candy. Cellophane was transparent and impermeable. This made it the ideal wrapping material for Americans who were worried about germs but who were also very picky shoppers. Cellophane meant they could see what they were getting, but still be confident that “germs” were kept out.
From the very beginning, candy makers loved cellophane. Some industry observers dated the birth of the modern candy trade to 1923, the year Du Pont began manufacturing Cellophane in the U.S. Cellophane revolutionized the packaging of candies. Individually wrapped candies sparkled, like glowing gems, a huge leap from the old dull waxed papers. Cellophane could be make into transparent bags for bulk candies, the whole package a tantalizing window on the candy inside. For the high-end market, cellophane covered and sealed fancy boxed candies, guaranteeing hygienic freshness. The candy buying consumers certainly found these qualities appealing. But Cellophane also helped the candy seller. Candy wrapped in Cellophane would maintain its freshness and visual appeal for longer periods, so merchants worried less about old goods. And wrapped candies could be sold as a “self-service” item to be stocked on modern grocery store shelves, which would mean fewer expensive clerks to serve the customers.
“New, clean wrap is a sweet idea!”
Ads from the 1930s emphasized cleanliness and convenience. The individually wrapped candies in these ads will be happy in a pocket or handbag, with no worry for sticky messes. The girl peering over the candy bin seems ready to reach in for a handfull. There is no clerk standing over her waiting for her order. She can just help herself! Compare this image of the open candy bins to the image of a 1900s candy store in Ye Olde Candy Shoppe.
Many of these ads feature sweet little girls. But of course: little girls are made of “sugar and spice and everything nice,” and what is nicer or sweeter than fresh candy!
In the 1950s ads, Du Pont emphasized the official line of the NCA, “Candy is Delicious Quick-Energy Food.” The advantage of Cellophane is to keep the candy fresh. In this and the ad at the top of the page, the candy is wrapped in Cellophane bag. Compare this to the 1930s ads, which suggest the little girls might be choosing individual pieces of candy. By the 1950s, the children’s candy market had moved away from little penny candies (see Langston Hughes Sings the Blues for Penny Candy).
1955: “You can be sure candy is fresh and clean–and you can see to choose the kind you like best–when you buy CANDY IN CELLOPHANE.”
Is the “you” who buys the candy the mother? She’s probably the one who cares that the candy is fresh and clean. Or is it the kids? They can choose the kind they like best. The jelly beans they are holding are pre-packaged in the Cellophane bag. It’s a pretty big sack, not likely to be purchased by a child alone. Candy here is something mother buys for her children, not something they go out to buy for themselves.