I'm blogging about fashionable events, strategies and campaigns worldwide. PR Pret-a-Porter is about public relations, branding, marketing, e-stuff and what I recommend as a fine observer of the market.

oana vasiliuCan you imagine your life without candies ? In 2011, it’s impossible, but years ago, in 1940, UK, candies were rationing because of the shortage of supplies. Rationing came into force on 8 January 1940, a few months after the start of World War II. All sorts of essential and non-essential foods were rationed, as well as clothing, furniture and petrol. Rationing of sweets and chocolate began on 26 July 1942.

The process of de-rationing began in 1948, but made slow progress until 1953. Then Food Minister Gwilym Lloyd-George made it a priority for his department.As well as sweets, he took eggs, cream, butter, cheese, margarine and cooking fats off the ration books.He de-rationed sugar in September 1953, partly as a result of pressure from sweet manufacturers, and finally ended rationing when meat was taken off the ration books in July1954.

Many, particularly women, took up smoking when sugar became scarce, so the tobacco industry expected a drop in sales once sugar became more widely available.

After 11 years, this candy rationing ends in Great Britain. BBC says:

Children all over Britain have been emptying out their piggy-banks and heading straight for the nearest sweet-shop as the first unrationed sweets went on sale today.

Toffee apples were the biggest sellers, with sticks of nougat and liquorice strips also disappearing fast.

One firm in Clapham Common gave 800 children 150lbs of lollipops during their midday break from school; and a London factory opened its doors to hand out free sweets to all comers.

Adults joined in the sugar frenzy, with men in the City queuing up in their lunch breaks to buy boiled sweets and to enjoy the luxury of being able to buy 2lb boxes of chocolates to take home for the weekend.

oana vasiliu

Better tomorrow,

PR Pret-a-Porter.

Advertisements

Comments on: "Crisis management: candy rationing in 1942" (3)

  1. This design is wicked! You certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Fantastic job. I really enjoyed what you had to say, and more than that, how you presented it. Too cool!

  2. Well said & with glorious timing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Tag Cloud

%d bloggers like this: