More Than Just a Dessert: America's Gelatinous History

From marshmallows to gummy bears, and cream cheese to pill capsules, gelatine is more common than many realize. Though a gelatine product is often referred to as the brand name, Jell-O, the gelatinous textural additive was around centuries before the creation of the Jell-O company. Even when created, it was in competition with several other brands, most notably Knox Gelatine.

The two brands- Knox Gelatine and Jell-O- marketed themselves to a similar audience: The American Housewife. The heavily patriarchal expectations of women within the 20th century was the fuel that helped both companies gain traction. Their advertising styles, however, differed greatly. As Knox gained popularity, they began to brand themselves as a weight loss aid. The Jell-O Company was more focused on familial appeal, and marketed themselves towards the daughters of the families as well as the mothers, reinforcing the idea that inherently a woman's role is to cook and provide for their family, even at a young age.

With both brands enlisting artists and endorsements to promote their product, the household gelatine product swept through the United States during the 1900s, providing many families with assistance during tough worldly events such as World War I, World War II, and The Great Depression. What is often thought of as a simple additive or a silly kid's dessert now was once a common way to stretch or enhance the little food available. Knox Gelatine and Jell-O utilized an underrated product to create one of the most recognizably 20th century foods: The Jelly Mold. The Jelly Mold encased not just leftover fruits and vegetables, but reflected the patriarchal expectations and the financial hardship of the 20th century, both of which made gelatine the success that it was and contributed to the legacy it still holds today.

Note: This exhibit was created using resources in Virginia Tech's Special Collections and University Archives and highlights select publications. Therefore it may not be a comprehensive overview of this subject.