Processed foods were marketed to busy wives in the 1950s

World War II helped convince food companies to produce more processed foods

Processed foods had existed since the 19th century, but they began infiltrating the mainstream during World War II, with foods designed to last on the battlefield for days. After the war, food companies saw great potential in the relatively cheap foods aimed at busy households. (Some readers may experience a paywall.)

Health food broke into the mainstream by the 1980s

A 1984 New York Times story noted that Americans were eating less red meat than a decade prior, and that, in general, the country was “talking, thinking and worrying about what they eat to a degree unique in the nation's history.” The feature then details foods that were then considered bizarre: whole-grain muffins, hummus, and a variety of vegetarian dishes. (Some readers may experience a paywall.)

What Americans ate after WWII

Returning from World War II, the American cultural landscape saw a vast number of changes. Cuisine, in particular, diversified and modernized thanks to traveled soldiers and wartime innovation. From inventions like powdered cheese to the popularization of instant coffee and Chinese food, explore the changes to the American food industry that continue to influence what we consume today.

The frozen pizza was invented in 1950

In 1950, some pizzerias were premaking pies, allowing customers to take them home and cook them at their convenience. That same year, Philadelphia's Joseph Bucci filed a patent for a "Method of Making Frozen Pizza." Soon, frozen pizzas were appearing in grocery store aisles.

Natural food stores began sprouting up in the US in the 1960s and 1970s

Health food stores began opening in the ‘50s, though they were primarily focused on vitamins and holistic supplements. Natural food stores, however, provided pesticide-free produce and often relied on local farmers for their products. One of the first was New Age Natural Foods, in San Francisco’s Haight-Ashbury neighborhood, which opened in 1965.

The food processing techniques developed for World War II, later repurposed for consumers

Research projects funded or sponsored by the military led to the development of active dry yeast to make bread easier to bake and an improved version of dehydrated cheese, which would be used in powdered cheese snacks. Freeze-drying, which had been used to ease the transport of blood plasma to battlefields, where it would be reconstituted with water, was later used on fruit for cereals.

Frozen burritos made the dish widely available in the 1950s

California native Duane Roberts, who also pioneered the frozen hamburger patty, invented the frozen burrito in 1956 to be easily prepared at fast food restaurants. This innovation also allowed it to be sold in supermarkets.

How the Great Depression still shapes the way Americans eat

From fortified foods to nutrition labels, the legacy of an early financial crisis lives on in kitchens across the United States. Ethnic foods with their (supposedly) hunger-triggering spices were vilified and considered “stimulants” along the lines of caffeine and so, in their stead came prune puddings, canned-meat stews, and dairy-heavy vegetable casseroles featuring America’s first fortified foods. Read more here.

Cookout and barbecue culture boomed in post-war 1950s America

Magazines like "Life" fueled the outdoor cooking craze, and by 1955, barbecue had grown into a $100 million industry. American Studies scholar Kristin L. Matthews explains that the trend fit neatly with Cold War-era consumerism and the emphasis on home ownership.

The adoption of modern appliances led to the soap opera's rise

Soaps grew more popular as they transitioned to television in the 1950s. At the same time, the adoption of modern appliances like the automatic dishwasher and the clothes dryer offered housewives more free time, which soaps could now occupy. By 1970, CBS, NBC, and ABC were airing 18 daytime soaps.

Learn the history of food science breakthroughs from the 20th century

Long after humans developed the means to produce sufficient food to feed civilizations, scientific research focused on a wide variety of objectives, such as developing methods to preserve food quality (accomplished via frozen food), speeding up cooking (leading to the microwave), and lowering the cost of sweetening food, which high fructose corn syrup provides.

After World War I, consumerism began to usurp frugality as a foundational value in American life and culture.

Learn about the neuroscience and psychology of why we crave comfort foods

The term was coined in 1966, when psychologist Joyce Brothers suggested humans turn to food associated with the feelings of comfort from their childhoods when experiencing emotional distress. Since then, studies have shown that the familiarity, reliability, and convenience of certain foods from one's upbringing can become tied to feelings of nostalgia.

Ultraprocessed foods include preservatives, dyes, sweeteners, and more

Processed foods are those that have been altered from their original state, which includes numerous processes that we consider natural, such as cooking or salting. Ultraprocessed foods contain at least one item that wouldn’t be found in a kitchen, like hydrogenated oils or high-fructose corn syrup. It’s estimated that nearly 75% of all foods consumed in the US are ultraprocessed, though that doesn’t mean that all of them are unhealthy. In fact, some, such as prepackaged whole wheat bread and soy milk, are recognized for their health benefits.

Ultra-processed foods are made to maximize cravings and encourage overeating

Often disguised as healthy options like granola bars and low-fat yogurt, these foods silently fuel chronic diseases, despite dominating diets. Reviewing labels for ingredients like stabilizers and emulsifiers can serve as indicators to help identify these products.

The health food industry grew significantly in the early 1990s

By 1996, there were over 6,000 health food stores in the US, which generated over $9B in sales. That was still a small number compared to traditional supermarkets, but it was a 17% improvement in annual growth over the previous five years, highlighting a rapidly growing industry.

Expanding supermarket chains began offering coupons to attract customers in the 1940s

This was partially a customer acquisition strategy devised to lure customers into chains and away from their local independent grocers.

How Chef Boyardee fed America

Chef Boyardee wasn’t just a grocery store staple—it was once a key supplier for US troops in WWII. Founded by Italian immigrant Hector Boiardi, the company produced thousands of canned pasta rations daily.

Saccharin was widely used in WWI when sugar was rationed

The substance was discovered by chemists in 1878, but its use became more common during World War I and also afterward as a result of sugar rationing. It had become a typical household item in the US and Europe by 1917. During World War II, the artificial sweetener again saw significant popularity.

Hippies explored the possibilities of organic food

The 1960s counterculture sought to buck traditions, including culinary ones. Hippies believed that healthier food was integral to dismantling the status quo and, in turn, started health food stores, espoused vegetarian diets, and cultivated organic food, which they found to be a welcome alternative to the over-commercialized farming industry. In the decades since the movement’s decline, many of its practices have been absorbed by the mainstream.

The 1950s saw the rise of the modern American road trip

Why did the US make it illegal to sell sliced bread during WWII?

Pre-sliced bread has only been with us for almost 100 years, but during the course of World War II it was briefly banned to save on supplies like wax paper and stainless steel for the war effort. This Atlas Obscura article explores this amusing (though not at the time) bit of food during wartime history.

Why there's a snack recession

Inflation and economic uncertainty have driven many Americans to make cuts to their snack budgets, according to reports from major food manufacturers like General Mills, JM Smucker, and Campbell's. Major retailers have also observed lower-income consumers cutting back on nonessentials due to the macroeconomic environment.

The five most common chemicals found in modern food

Most modern processed foods rely on a number of preservatives to stay fresh from production to our plates. The most common include citric acid (preservative and flavor), sodium benzoate (preservative), xanthan gum (thickening and stabilizing), carrageenan (thickening), and red dyes 3 and 4 (for color).

Iceberg lettuce was the salad staple people ate for most of the 20th century, popular due to its durability, long shelf life, and mild flavor.

'Diet for a Small Planet' popularized the vegetarian diet

Frances Moore Lappe’s 1971 book provided recipes for vegetarian dishes, introducing millions to soy, sprouts, and tofu. It also argued that a vegetarian diet was a political act that could solve world hunger by redirecting food from livestock to humans.

Why processed foods can be so addictive

In recent years, many critics have voiced their concerns about the food industry and how ultra-processed foods affect our health. Despite our awareness of these issues, processed foods are still incredibly hard to remove from our diet. In this podcast by The Guardian, Dr. Chris van Tulleken explains how “junk food” is created to get us hooked, how it negatively affects us, and what we can do to improve our eating habits.

With Americans increasingly concerned about high grocery prices, experts suggest meal planning and using apps like TooGoodToGo to keep household food costs down.

White Castle helped propel fast food as a restaurant model

Diners looking for quick meals had plenty of options with food stands and automats, but White Castle pioneered the concept of the fast food restaurant with its first location in 1921 in Wichita, Kansas. The owners emphasized White Castle as more than a fast and cheap way to eat; it was a place to sit and enjoy a meal, with stainless steel interiors and open kitchens.

What was the typical dinner like for US soldiers during WWII?

This odd little nearly 20-minute video details the very excited narrator's unpacking of a 1943 package of K rations. Such meals would have been consumed by American soldiers during World War II. A fascinating look at what soldiers had to depend on for nourishment, made slightly harder to watch by showing the narrator eating 80-year-old biscuits and more.

Ultraprocessed foods are linked with a 58% elevated risk of developing dementia.

Inspired by the burrito, wraps took over the food scene in the 1990s

Using the burrito as a model, World Wrapps in San Francisco pioneered the fast-casual concept with a menu of wraps filled with gourmet ingredients like sauteed salmon and saffron rice.

The ubiquitous 1990s “Got Milk?” ad campaign was intended to fix milk’s dwindling popularity in the late 20th century

Despite its success in spreading the word about milk, the sales numbers weren’t quite as impressive. This Mental Floss article details the marketing efforts themselves, as well as how milk lobbyists didn’t necessarily succeed despite their revolutionary ads.

America's ice cream obsession began under Prohibition, with the street treat acting as a legal vice that helped ease the pain of the Great Depression.

Building new supermarkets in food deserts likely won't help as much as nutrition education in closing healthy-eating gaps.

In the 20th century, Valentine's Day became more commercialized

Historian Elizabeth Nelson notes that companies sought "to turn holidays into opportunities for selling things from candy to flowers to magazine advertisements" in the 1900s. Hallmark, founded in 1911, pushed the holiday toward elementary students, who aimed to collect cards from as many classmates as possible.

A 1973 ad is credited with accelerating the Super Bowl advertising craze

The Super Bowl’s history as an advertising phenomenon began in earnest during the 1970s. In 1973, for instance, Joe Namath and Farrah Fawcett starred in Noxzema’s “Cream Your Face” ad, which Smithsonian Magazine says helped establish the game “as an event for advertisers.” Read this article to learn more about how the Super Bowl became advertising’s, well, Super Bowl.

Some researchers have pushed for 'food deserts' to be rebranded as 'healthy food priority areas.'

Uncrustables' reinvention of the PB&J

In the 1990s, David Geske and Len Kretchman came up with the ingenious idea to package and mass-produce a crustless version of the peanut butter and jelly sandwich. This makeover to an American childhood staple resulted in a $1B business. Read this article in Mental Floss to learn more about the origins of the brand Uncrustables and its extraordinary success.

The ‘three-martini lunch’ was popularized on Madison Avenue

Advertising executives working on Madison Avenue in the 1960s and ’70s popularized the so-called “three-martini lunch” between businesspeople during the work week. Admen of the time supposedly believed alcohol brought more creativity to the second half of their workday. This article explains why three-martini lunches are no longer commonplace.

How silica gel took over the world

Silica gel packets are those sugar packet-like bags that keep packaged foods and more dry and free of mildew. First invented in the early 20th century, they saw great commercial success starting in 1927, being deployed in traded goods across the world. This simple invention allows modern supply chains to extend across the globe by extending the preservation of shipped goods.

'Foodie' culture arose in the early 2000s

Food writer Jaya Saxena attributes the mainstreaming of the term to early-aughts TV shows, including “Top Chef” and “No Reservations,” as well as the dawn of social apps like Yelp, which turned everyday diners into critics.

Listen to how the 1902 'poison squad' experiments changed food safety in America

As part of government research, a group of young men were paid to eat standard American food—replete with food additives like borax and formaldehyde—which revealed the dangers of unregulated food. The work was led by the first FDA commissioner, Harvey Wiley, who helped end the "century of the great stomachache."

Used since the 1940s, 'forever chemicals' include thousands of different types of substances routinely integrated into industry and consumer products, yet research suggests they can accumulate in the body over time.

The history of many kitchen appliances involves unexpected discoveries and applications, including wartime radar turned hamster defroster and replacing an 'ice king' with heat-stealing boxes.

The 1990s 'Got Milk?' ad campaign was intended to fix milk's dwindling popularity.

From 'Yankee cheddar' to American cheese

From "Yankee cheddar" to Kraft Singles, American cheese has a long history shaped by innovation and economics. Originally a cheddar export, it evolved into the processed slices we know today—thanks to a 1916 patent. And in the 1980s, it became “government cheese,” distributed to millions.

Conversation candy hearts were originally message-free medicinal lozenges

In 1847, a Boston pharmacist invented a machine that automated the production of his pharmacy's medicinal lozenges and then formed the New England Confectionery Company, which later became part of the company now known as NECCO. By the late 1800s, they were producing cookies with Valentine-themed messages and eventually brought the romantic messages to their smaller lozenges, which they later called Sweethearts.

Pizza didn't take off in the US until after World War II, likely because of technological advancements and soldiers' exposure to it abroad.

Henry Ford built a plastic car from soybeans in 1941

To pursue his goal of marrying industry with agriculture, among other reasons, the automobile giant oversaw the design and creation of a vehicle with 12 panels made from plastic. At 2,000 pounds, the car was much lighter than all-steel ones, but production stopped during World War II.