Milk is Food : publicity booklet : Wilts United Dairies : Trowbridge, Wiltshire : nd [ca.1950/55] : pages 3 & 4

A booklet issued by the Wilts United Dairies, one of the UK's major dairy concerns and that had been formed in 1897 by merger of various concerns with the North Wilts Dairy Company. They were one of the regional dairy concerns that firstly took advantage of rail connectivity to London where they had various branches that supplied fresh milk to the doorstep and by retail shops and, secondly, developed milk products with relatively long shelf life. The latter included their canned brands of condensed (sweetened) milk, Lacta and Diploma Milk, and Regal evaporated milk. They also produced Lacta infant food - dried milk - as well as cheeses, Moonraker butter and a small range of honey, branded as Regal, as was their savoury sauce.

 

The booklet is not dated but came to me as part of a collection that includes material from the early 1950s and this booklet has that 'feel' about it. Wilts United Dairies had merged with other similar companies to create United Dairies in 1915 although, as seen here, the brand was retained. Although United was probably the UK's largest dairy concern they chose to further consolidate the market in 1959 when they to merged with Cow & Gate to form Unigate.

 

The cover is very '50s 'glamorous' housewife with her Cornish Ware jug. The artwork is signed but it is unclear.

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