The Fresh Loaf

News & Information for Amateur Bakers and Artisan Bread Enthusiasts

batter not dough

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emkay's picture
emkay

batter not dough

I'm not old enough to remember this, but this TV commercial totally cracks me up. 

https://www.youtube.com/watch?v=JiX8UKClaPM

:) Mary

PaddyL's picture
PaddyL

I don't remember this either, though I'm old enough.  But honestly!

thegrindre's picture
thegrindre

LOLOL Obviously it never became popular. I'm old enough, too, but don't remember it either. :-)

nmygarden's picture
nmygarden

So glad I'm not old enough to remember the commercial, either. But I did always wonder about Wonder Bread, whether it was produced from a batter. It was so soft and didn't seem to have any twist to the crumb that would indicate shaping a dough...

And I'm thankful that Mom preferred breads for us with more texture and grains to them.  Gave me time to wonder about lots of other things. :)

j_reed92's picture
j_reed92

I've never heard of the No-Dough method! Would like to try a slice to see what it's like.

PaddyL's picture
PaddyL

I have made batter breads, but they never came out like Wonder bread, thank God!

dabrownman's picture
dabrownman

and i was in the plant many tames watching the bread being machined.....eeeeerrrr....made and i can guarantee you that what you see is not the final dough plopped into the pans or any machine used in its manufacture,   Yes, the liquid ingredients were mixed together before the flour was added but not by that whipping machine.  It was a good commercial to throw off competitors I guess.  Nothing is going nto rise in that thin soup  :-) 

I don't remember the commercial either.

emkay's picture
emkay

I assumed that the thin batter would turn into Wonderbread with the help of some chemically-induced industrial magic. Ah, advertising. :)

emkay's picture
emkay

I wonder what the 12 ways to build strong bodies are? 

 

Bob S.'s picture
Bob S.

The “whipping” of bread dough probably refers to the action of the dough developer section of a continuous mix dough system (possibly the “Do-Maker” system). Two counter-rotating impellers in the dough developer mechanically develop a roughly mixed dough into a fully developed dough, which is then extruded directly into the pans. The soft texture and tiny holes of the crumb structure are most likely an unintended consequence of continuous mixing, which was subsequently exploited by marketing departments.

sandydog's picture
sandydog

According to wikipedia, the slogan "Helps build strong bodies 12 ways," refers to the number of added nutrients.

Antilope's picture
Antilope

The Milwaukee Sentinel - Mar 7, 1957

http://news.google.com/newspapers?id=zgokAAAAIBAJ&sjid=NBAEAAAAIBAJ&pg=3999%2C2067358

http://news.google.com/newspapers?nid=1499&dat=19570228&id=KzEaAAAAIBAJ&sjid=tiUEAAAAIBAJ&pg=5166,6805267


"Wonder Bread Helps Build Strong Bodies 12 Ways"

2 Slices Each Meal And a Sandwich Daily Supply*


1. MUSCLE
As much Protein as a serving of roast sirloin of beef.

2. BONES & TEETH
As much Calcium for bones and teeth as in a helping of cottage cheese.

3. BODY CELLS
As much Phosphorus for cell metabolism as 1 egg.

4. BLOOD
As much Iron for rich red blood as found in 3 Lamb chops.

5. APPETITE
As much Vitamin B1 to help maintain appetite as supplied by a serving of fried liver.

6. GROWTH
As much Vitamin B2 for growth processes as 3 slices of yellow American cheese.

7. BRAIN
As much Niacin to help maintain mental health as 6 sardines.

8. ENERGY
As much Energy as supplied by the carbohydrates, fat and protein of 2 glasses of milk.

9. RED CELLS
As much Copper for hemoglobin generation as 1 banana.

10. VITAMIN B12
As much Cobalt for B12 synthesis as 1 serving of green peas.

11. PROTEIN DIGESTION
As much Manganese to aid enzyme activity for protein digestion as a liberal serving of lettuce.

12. TISSUE RESPIRATION
As much Zinc for enzyme formation to aid tissue respiration a 2 1/2 tablespoonfuls of peanut butter.


*This amount consumed daily is not a substitute from a nutritional standpoint for the total nutritional values of the various foods listed.

emkay's picture
emkay

Wow, it's funny that the 12 ways were spelled out in an ad. They were really trying to convince people that this bread is good for you. 

PetraR's picture
PetraR

I do not think we ever had something like this in German, well, I have never seen it but would be interesting to see how it actually felt and looked like.

Antilope's picture
Antilope

An earlier Wonder Bread ad campaign listed only 8 ways in the late 1940's and early 1950's


"Wonder Bread Helps Build Strong Bodies 8 Ways" - 1952
https://www.youtube.com/watch?v=GEfWShkO4Ac


The Milwaukee Journal - May 19, 1947
http://news.google.com/newspapers?id=KisaAAAAIBAJ&sjid=fCMEAAAAIBAJ&pg=1360%2C1891919

 

Here are links to Wonder Bread newspaper ads from 1928 through 1943

The Milwaukee Journal - Mar 9, 1943
http://news.google.com/newspapers?id=DAYaAAAAIBAJ&sjid=9iIEAAAAIBAJ&pg=3681%2C3260256

The Deseret News - Oct 22, 1942
http://news.google.com/newspapers?id=MjhPAAAAIBAJ&sjid=w00DAAAAIBAJ&pg=6560%2C5326728

The Spokesman-Review - Jun 12, 1941
http://news.google.com/newspapers?id=5ClWAAAAIBAJ&sjid=MeQDAAAAIBAJ&pg=1946%2C3934392

The Milwaukee Journal - Jun 2, 1936
http://news.google.com/newspapers?id=KbJQAAAAIBAJ&sjid=_SEEAAAAIBAJ&pg=2103%2C2345219

The Milwaukee Journal - Jul 27, 1934 - Wonder Bread at the Chicago World's Fair
http://news.google.com/newspapers?id=Cq9QAAAAIBAJ&sjid=6yEEAAAAIBAJ&pg=6037%2C1321796

Spokane Daily Chronicle - Nov 16, 1933
http://news.google.com/newspapers?id=X2pWAAAAIBAJ&sjid=9fQDAAAAIBAJ&pg=2369%2C3853679

Spokane Daily Chronicle - May 27, 1932
http://news.google.com/newspapers?id=2dBXAAAAIBAJ&sjid=2_QDAAAAIBAJ&pg=3461%2C5763007

Spokane Daily Chronicle - May 13, 1932
http://news.google.com/newspapers?id=zdBXAAAAIBAJ&sjid=2_QDAAAAIBAJ&pg=3542%2C2741334

Spokane Daily Chronicle - May 19, 1931
http://news.google.com/newspapers?id=MtBXAAAAIBAJ&sjid=1PQDAAAAIBAJ&pg=3780%2C3790187

The Milwaukee Journal - Oct 15, 1930
http://news.google.com/newspapers?id=V5AWAAAAIBAJ&sjid=4yEEAAAAIBAJ&pg=5023%2C1460775

Spokane Daily Chronicle - May 23, 1930
http://news.google.com/newspapers?id=pgdFAAAAIBAJ&sjid=xPQDAAAAIBAJ&pg=5937%2C7716000

The Spokesman-Review - Aug 9, 1929
http://news.google.com/newspapers?id=Aa9hAAAAIBAJ&sjid=LuIDAAAAIBAJ&pg=4901%2C2165648

The Milwaukee Journal - May 10, 1929
http://news.google.com/newspapers?id=2Z9QAAAAIBAJ&sjid=vyEEAAAAIBAJ&pg=3401%2C7038636

The Spokesman-Review - Apr 12, 1928
http://news.google.com/newspapers?id=xQxWAAAAIBAJ&sjid=GuIDAAAAIBAJ&pg=4678%2C2278139