It is a coffee easy to use; one rounded teaspoon of the cinnamon-colored powder is placed in each cup, then boiling water added. Three stirs of the spoon and the beverage is ready. Served iced, the making is easy as this: Add tap water to the powder in the glass, stir for a second until completely dissolved, add ice, add cream—what a rich amber color! Here's a coffee powder so instantly dissolving it can be added directly to any type of ready-mixed pudding powder. Use it, too, in flavoring whipped creams for frostings and fillings. Use it like vanilla, strictly to taste. The four-ounce jars yield approximately the same number of cups as a pound of the regular and at about the same price, 29 to 36 cents. The product is selling in both chains and independent stores and will be in national distribution by the first of the year.
There is a 100 per cent rye bread now in the market for the wheat-allergic victims. The bread is vacuum tinned, oven-fresh tasting, fine textured, thin slicing. Selling at H. Hicks and Son, 660 Fifth Avenue, the ten-ounce tin 46 cents. It may also be ordered by post direct from the maker—Hypo Allergic Foods, Horlamus Rye Products, P.O. Box 1712, Riverside Station, Miami, Florida.
This is one of the few 100 per cent wheat-free rye breads in the market, a three-ingredient bread made of vegetable oil shortening, rye flower and yeast. No wheat or other cereals, no milk, no eggs. It bites like bread, it tastes like bread that's steam-baked.
The bread comes to market because Irene Horlamus had a serious illness, and the bread worked the cure. No doctor could diagnose Irene's case until an allergy expert found she was allergic to milk, eggs and wheat, to all cereals in fact, except rye.
The doctor ordered a 100 per cent rye bread as the backbone of her diet, but a market search proved there wasn't any such thing except in small wafer form. The bakers were interviewed, claimed an all-rye bread just couldn't be made. Mr. Horlamus who had never baked anything, decided to bake such a bread. The first loaves he turned out were too hard to eat but after a few weeks the bakings improved and so did the patient. the doctor was impressed and asked Mr. Horlamus to bake loaves for others plagued by wheat allergy. Six months later when Mrs. Horlamus was completely recovered and again returned to her kitchen, she found her husband had started a thriving bread business there. The first loaves were carried by Burdine's in Miami. Then mail-order customers were acquired by the dozens, by grapevine advertising, as one doctor told another of this all-rye product.
To keep the bread fresh on its travels, Mrs. Horlamus tried baking the loaves in coffee cans, then sealing the lids air-tight with adhesive tape. Thus packaged, it was found the bread would keep fresh for weeks. It became a popular item for overseas packages. In less than a year the bread business had outgrown the home kitchen; a laboratory factory was built which opened last summer. Now the bread travels to market in tins, vacuum sealed as the loaves come from the oven.
John H. Filser, the honey enthusiast, owner of Dussourd and Filser, 960 Madison Avenue, is busy again searching the world for rare nectars. Before the war the honey shelves of his shop offered 141 honeys from twenty-two countries. Stocks now total but fifty odd and most of these are honeys domestic. A few jars however left from prewar bear Italian, Bahamian, Grecian, Australian, and Dutch labels.
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