Jell-X-Cell

1920s

<p>In 1925, <a href="#footnote-newproduct">footnote</a> Los Angeles-based Jell-X-Cell arrived on the scene as "the first 30-minute gelatine dessert" <a href="#footnote-contest">footnote</a> and seemed poised for success. In 1930, they began construction on a factory in Chicago <a href="#footnote-factory">footnote</a> capable of producing 100,000 packages a day <a href="#footnote-factory2">footnote</a> for Midwest distribution; according to one newspaper report, the plant also included "a modern five-room bungalow apartment, completely furnished in Spanish design, with many novel kitchen and other home devices, which will be used for the demonstration of Jell-X-Cell's food products." <a href="#footnote-factory3">footnote</a> Such was Jell-X-Cell's rapid rise in the gelatin market, apparently, that rival company Jell-Well sued them (unsuccessfully) for trademark infringement in 1927. <a href="#footnote-lawsuit">footnote</a></p>
<p>This brochure comes from 1926, following a sponsored radio contest on "Why I like Jell-X-Cell best," where the company invited listeners to submit recipes in exchange for cash prizes. <a href="#footnote-contest">footnote</a> "The response was tremendous," the company claimed, going on to say: "We received spontaneous letters attesting to the superiority of Jell-X-Cell and its fresh fruit flavor. This was praise indeed as there is probably no locality in the world, like California and the west, where housewives know more about the flavor of fruits."</p>
<p>The booklet contains selected recipes received through the contest, which include the likes of Jell-X-Cell Mint Favorite (mint gelatin containing shredded cabbage, celery, and pimientos, garnished with mayonnaise and cherries) and Jell-X-Cell Tutti-Frutti (grape gelatin filled with fruit and nuts, served with whipped cream). It's worth noting that the copy on the booklet's inside cover has an uncanny resemblance to <a href="/collection/royal-fruit-flavored-gelatin">Royal Gelatin's own marketing copy from 1924</a>: "Open the package, take a deep breath—you recognize it instantly—REAL fresh fruit flavor, fragrant as the fresh fruit themselves."</p>
<p>As successful as Jell-X-Cell may have been—or claimed to have been—it didn't last long; newspaper advertisements for the product waned by the end of the decade, and in 1934 the company filed for bankruptcy. <a href="#footnote-bankruptcy">footnote</a></p>

<p><a href="https://www.newspapers.com/article/press-telegram/137368537/">"Demonstration of Delicious New Dessert Jell-X-Cell."</a> <em>Press-Telegram</em>, November 6, 1925, p. 12.</p>

<p>Jell-X-Cell. <a href="https://www.newspapers.com/article/los-angeles-evening-express/137368579/">"More Than 100,000 Packages of Jell-X-Cell Have Been Sold During the Past 6 Days."</a> [Advertisement] <em>Los Angeles Evening Express</em>, January 18, 1926, p. 11.</p>

<p><a href="https://www.newspapers.com/article/suburbanite-economist/137368634/">"Factory for 74th and University: Jell-X-Cell Corporation to Erect $140,000 Plant."</a> <em>Suburbanite Economist</em>, July 4, 1930, p. 8.</p>

<p><a href="https://www.newspapers.com/article/suburbanite-economist/137368677/">"How Southtown's Dessert Is Made at Huge Factory."</a> <em>Suburbanite Economist</em>, July 28, 1931, p. 5.</p>

<p><a href="https://www.newspapers.com/article/suburbanite-economist/137368723/">"Opening Planned for Jell-X-Cell $150,000 Building."</a> <em>Suburbanite Economist</em>, June 16, 1931, p. 9.</p>

<p><a href="https://www.google.com/books/edition/The_Business_Law_Journal/XAukAAAAIAAJ?hl=en&amp;gbpv=1&amp;dq=%22jell-x-cell%22&amp;pg=PA465&amp;printsec=frontcover"><em>The Business Law Journal</em>.</a> Business Law Journal Company, 1927, p. 465.</p>

<p><a href="https://www.newspapers.com/article/chicago-tribune/137368841/">"Three Companies File Bankruptcy Petitions."</a> <em>Chicago Tribune</em>, September 20, 1934, p. 25.</p>

<p>In 1925, Los Angeles-based Jell-X-Cell arrived on the scene as "the first 30-minute gelatine dessert" and seemed poised for success. This promotional brochure comes from 1926 and gathers recipes from real housewives using the product.</p>

pamphlet

<p>Recipe pamphlet for Jell-X-Cell. The pamphlet may have been white but is somewhat yellowed, with colorful illustrations on each page. One of the staples is slightly inset, causing the first few pages to not fully unfold.</p>

<h2>Front cover:</h2>
<p><em>Illustration: a girl peers over a table to look at a molded orange gelatin dessert on a green glass plate, topped with whipped cream and a cherry.</em></p>
<p>Jell-X-Cell</p>
<p>America's best gelatine dessert<br /></p>
<h2>Page 1:</h2>
<p>JelI-X-Cell </p>
<p>America’s Best Gelatine Dessert </p>
<p>Now you can have Real Flavor from delicious Fresh Fruits </p>
<p>Open the package, take a deep breath—you recognize it instantly—REAL fresh fruit flavor fragrant as the fresh fruits themselves. </p>
<p>The reason is simple. Every crystal in your Jell-X-Cell package is made from natural calves’ stock gelatine, the famous Crystal “Extra A”, the superiority of which is unquestioned. It lends to Jell-X-Cell that incomparable, crystal-clear appearance and preserves for you that refreshing and appetizing fruit flavor. </p>
<p>Jell-X-Cell offers you 2 variety of delicious fresh fruit flavors never before attainable in a gelatine dessert. Thirteen new appetizing surprises for you Try them all— </p>
<ul><li>Blackberry </li><li>Pineapple</li><li>Currant </li><li>Raspberry</li><li>Grape</li><li>Strawberry</li><li>Lemon </li><li>Wild Cherry </li><li>Loganberry </li><li>Grapefruit </li><li>Orange </li><li>Mint </li><li>Bavarian Cream </li><li>The Jell-X-Cell Co., Inc. </li></ul><p>656 SOUTH RIO STREET </p>
<p>LOS ANGELES, CALIFORNIA</p>
<h2>Page 2:</h2>
<p><em>Illustration: a woman holds up a gelatin dessert on a plate.</em><br /></p>
<p>How to get perfect results with JelI-X-Cell</p>
<p>A few months ago we held a Jell-X-Cell Recipe contest over Radio K.N.X., in Hollywood. We offered substantial prizes for new and appetizing ways to serve Jell-X-Cell. The response was tremendous, and very gratifying, because in addition to receiving hundreds of new recipes, we received spontaneous letters attesting the superiority of Jell-X-Cell and its fresh fruit flavor. This was praise indeed as there is probably no locality in the world, like California and the west, where housewives know more about the flavor of fruits.</p>
<p>From the hundreds of recipes which we received we have chosen a few to pass on to you—try one tonight! You will find them all delicious and welcome additions to your own favorite desserts and salads. </p>
<p>Jell-X-Cell can be success fully prepared—jelled and chilled—finished, ready to serve in thirty minutes! There is no cooking to do, no flavoring to add. Simply dissolve a package of Jell-X-Cell, any flavor, in one-half pint of boiling water, stir until thoroughly dissolved, then add one-half pint of cold water. Stir well and set in the refrigerator or any cool place to jell. If wanted in thirty minutes use small cracked ice.</p>
<p><em>Illustration: a box of grape-flavored Jell-X-Cell.</em></p>
<h2>Page 3:</h2>
<p><em>Illustration: an orange Jell-X-Cell gelatin salad, topped with mayonnaise and served on a bed of lettuce, garnished with radish roses.</em><br /></p>
<h3>Jell-X-Cell Salad </h3>
<ul><li>1 package grapefruit Jell-X-Cell </li><li>3 medium sized tomatoes </li><li>1 cucumber </li><li>3 small can asparagus tips</li><li>1 head lettuce </li></ul><p>Prepare Jell-X-Cell, add sliced cucumbers and tomatoes lightly salted. Pour to molds and when beginning to set, stand asparagus upright in mixture. Serve on Crisp lettuce with mayonnaise: Garnish with radish roses. Serves eight. </p>
<h3>Olive Salad </h3>
<ul><li>2 packages lemon Jell-X-Cell </li><li>1/2 cup minced olives </li><li>1 small can pimientos </li><li>1 medium sized cucumber </li></ul><p>Prepare Jell X-Cell in 2 pints boiling water. When cool add olives, pimientos and cucumbers. Serve on lettuce with mayonnaise. Serves eight. </p>
<p>In order to avoid repetition We have purposely omitted the details of preparation with each recipe. This you will find on page 3 and on every box of Jell-X-Cell.<br /></p>
<h2>Page 4:</h2>
<p><em>Illustration: a yellow gelatin salad with vegetables suspended inside, served on lettuce.</em></p>
<h3>Pineapple and Olive Salad </h3>
<ul><li>1 box lemon Jell-X-Cell</li><li>1/4 cup vinegar</li><li>3/4 cup boiling water</li><li>1/2 teaspoon salt</li><li>1/2 teaspoon paprika</li><li>1 tablespoon sugar</li><li>1/2 cup shredded pineapple</li><li>1/2 cup stuffed olives, sliced</li><li>Pecan meats</li><li>Strips of green pepper</li><li>Strips of pimiento</li></ul><p>Bring to boiling point water, vinegar, salt, paprika, and sugar. Add Jell-X-Cell, stir well. When partially congealed add ingredients. When hardened, serve on lettuce with mayonnaise. Serves eight. </p>
<h3>Jell-X-Cell and Tapioca </h3>
<ul><li>1 package Raspberry Jell-X-Cell</li><li>2/3 cup powdered sugar</li><li>1 cup cooked minute tapioca</li><li>1 cup sliced pineapple or bananas </li></ul><p>Mix tapioca, sugar and fruit. Prepare Jell-X-Cell and when cool pour over mixture. Place in molds to jell. Serve with cream sauce or with the following: — </p>
<ul><li>1 cup cream</li><li>1 tablespoon sugar</li><li>1 teaspoon vanilla</li><li>3 egg yolks</li></ul><p>Boil cream and sugar—add eggs, cook until thick and velvety. Add vanilla. Serves eight.</p>
<h2>Page 5:</h2>
<p><em>Illustration: a molded red gelatin dessert on a clear glass plate, garnished with whipped cream and berries.</em></p>
<h3>Fresh Strawberries in Jell-X-Cell </h3><ul><li>1 package grape Jell-X-Cell </li><li>1 box strawberries </li></ul><p>Prepare Jell-X-Cell and when cool, add sweetened and crushed berries from which all juice has been strained. Pour into molds and let cool. Serve with sweetened juice of berries. Serves Six. </p><h3>Asparagus Salad </h3><ul><li>1 package Currant Jell-X-Cell </li><li>2 cups Asparagus tips cooked until tender </li></ul><p>Prepare Jell-X-Cell and when cold add asparagus and pour into mold. When set turn out on platter of lettuce leaves and serve with cream mayonnaise. Serves Six. </p><h3>Jell-X-Cell Pie </h3><ul><li>1 package loganberry, blackberry, or grape Jell-X-Cell</li><li>2 egg whites well beaten </li><li>1 baked pie shell </li></ul><p>When Jell-X-Cell is set, add egg whites and pour into pie shell. Decorate with whipped cream.</p><h3>Wild Cherry Tarts</h3>
<p>Prepare one package Jell-X-Cell wild cherry, make rich pastry tarts and when baked, drop a spoonful of Jell-X-Cell in center of each.</p><h2>Page 6:</h2>
<p><em>Illustration: a red molded gelatin with asparagus tips suspended inside, set on a lettuce leaf and served with what look like crackers.</em></p>
<p>Asparagus Salad</p>
<p><em>Illustration: a quarter-slice of Jell-X-Cell pie, with a red layer on bottom and a white layer on top.</em></p>
<p>Jell-X-Cell Pie</p><h2>Pages 7-8:</h2>
<p><em>Illustration: a green translucent gelatin dish, garnished with heaps of white mayonnaise and cherries. To the left is a silver spoon and the bottom half of a silver vase. In the background is a bouquet of flowers.</em></p><h3>Jell-X-Cell Mint Favorite </h3><ul><li>1 package mint Jell-X-Cell </li><li>1/2 cup shredded cabbage </li><li>1 cup celery cut fine and salted </li><li>2 tablespoons of lemon juice </li><li>1/2 small can pimientos chopped </li></ul><p>Prepare Jell-X-Cell and when almost set, add all ingredients and set aside in mold to cool. Garnish with mayonnaise and cherries. Serves four.</p><h2>Page 9:</h2>
<p><em>Illustration: a tall yellow molded gelatin on top of a bed of lettuce, garnished with mayonnaise, on a purple hexagonal plate.</em><br /></p><h3>Luncheon Salad</h3><ul><li>1 package lemon Jell-X-Cell </li><li>1 pt. boiling water </li><li>2 tart apples </li><li>1/2 cup chopped celery </li><li>1/2 cup pecan meats </li></ul><p>Dissolve Jell-X-Cell in one pint boiling water, stir three minutes and add 14 pint washed and cracked ice. If time is unlimited do not use the ice. When Jell-X-Cell begins to harden, add ingredients and pour into mold. Serve on lettuce with mayonnaise. Serves six. </p><h3>Jell-X-Cell Surprise</h3><ul><li>1 package lemon Jell-X-Cell</li><li>1 qt. canned or fresh tomatoes </li><li>1 small onion </li><li>5 stalks celery </li><li>1 tablespoon sugar </li></ul><p>Boil vegetables and sugar until the mixture is permeated with the onion and celery flavor. Run through a fine mesh sieve or strainer. Add lemon Jell-X-Cell to hot mixture in proportion of one package Jell-X-Cell to one pint vegetable liquid. Pour into molds and when set, serve on crisp lettuce with mayonnaise and sprinkle with nuts. Serves six.</p><h2>Page 10:</h2>
<p><em>Illustration: four conical orange gelatins on an oval blue floral plate, on a bed of lettuce and garnished with mayonnaise. In the background, a doll reaches for the plate. In the foreground is a child's toy block with the letters A, D, and B on its sides in different colors.</em></p>
<p>Jell-X-Cell Surprise</p>
<p><em>Illustration: a green translucent molded dish, with a pineapple slice and cherry suspended inside. The dish sits on an orange glass plate.</em></p><h2>Page 11:</h2>
<p><em>Illustration: a rounded yellow gelatin dessert, topped with whipped cream and a cherry, on a blue floral plate. In the background is a bouquet of orange flowers.</em></p><h3>Bavarian Cream </h3>
<p>Prepare Bavarian Jell-X-Cell and serve with the following sauce: — </p><ul><li>1/2 pint milk </li><li>1/4 cup powdered sugar </li><li>2 eggs </li><li>1/2 teaspoon vanilla </li></ul><p>Boil milk in double boiler, beat eggs and sugar together until light and creamy, then stir into the milk and continue to cook and stir until it begins to thicken—no longer or it will curdle. Add vanilla and cool. Serves four. </p><h3>Mint Pineapple Salad </h3><ul><li>1 package mint Jell-X-Cell </li><li>1 can sliced pineapple </li><li>Red cherries </li></ul><p>Prepare Jell-X-Cell and fill individual molds about half full and when beginning to harden place a slice of pineapple with a cherry in center on Jell-X-Cell. Then fill molds with remainder of Jell-X-Cell. Garnish with mint leaves. Serves six. </p><h3>Orange Fluff </h3><ul><li>1 package lemon Jell-X-Cell </li><li>1 orange, juice and rind </li><li>2 egg whites beaten stiff </li></ul><p>Prepare Jell-X-Cell and when almost set add egg whites and rind. Serve in sherbet glasses with lady fingers. Serves six.</p><h2>Page 12:</h2>
<p><em>Illustration: a red molded gelatin dessert on a blue glass plate, garnished with whipped cream and banana slices.</em></p><h3>Banana and Pineapple Dessert </h3><ul><li>1 pkg. loganberry Jell-X-Cell </li><li>1 small can pineapple, diced </li><li>6 small bananas, sliced </li><li>1/2 pound cut marshmallows </li><li>1/2 pint whipped cream </li></ul><p>Prepare Jell-X-Cell and when cool add fruit, nuts, and marshmallows. Set in ice box to jell. When cool add whipped cream. Serves eight. </p><h3>Jell-X-Cell Cream Cup </h3><ul><li>1 package orange Jell-X-Cell </li><li>1 doz. lady fingers </li><li>1/2 pint whipped cream </li></ul><p>Prepare Jell-X-Cell and let cool. Line mold with halved lady fingers, fill half full with Jell-X-Cell and then pour in the following custard: — </p><ul><li>1/2 package Jell-X-Cell </li><li>2 eggs </li><li>2 1/2 cups milk </li><li>1/2 cup sugar </li></ul><p>Soften Jell-X-Cell with 1/4 cup milk. Bring the two cups milk to a boil in double boiler. Beat yolks of eggs, add sugar, pour into milk. Cook until it coats the spoon. Remove from stove, add Jell-X-Cell. When almost congealed, fold in two beaten egg whites, one tablespoon vanilla, one cup whipped cream. Garnish with whipped cream. Serves eight.</p><h2>Page 13:</h2>
<p><em>Illustration: a tall pedestaled dessert cup on a saucer, filled with orange gelatin and topped with whipped cream and a walnut.</em></p><h3>Apricot Whip </h3><ul><li>1 package orange Jell-X-Cell </li><li>1 pint can apricots </li></ul><p>Drain juice off of apricots and add enough water to it to make a pint, heat to the boiling point, pour over Jell-X-Cell, stir until dissolved. Rub apricots thru a sieve and add to JellX-Cell. When nearly set, beat with egg beater. Pour into sherbet glasses and when set, serve with whipped cream. Serves six. </p><h3>Tomato Salad </h3><ul><li>2 packages lemon Jell-X-Cell </li><li>1 qt. boiling water </li><li>6 sliced tomatoes </li></ul><p>Prepare Jell-X-Cell, pour part into a dish or mold and when partly congealed, add sliced tomatoes. Then add balance of Jell-X-Cell and when hardened, turn out. Serve on lettuce with mayonnaise. Serves eight. </p><h3>Jell-X-Cell Tutti-Frutti </h3><ul><li>1 package grape Jell-X-Cell </li><li>1 banana, thinly sliced </li><li>1 heaping tablespoon sugar </li><li>1 orange, finely chopped </li><li>2 tablespoons chopped walnuts </li></ul><p>Prepare JellX-Cell and dissolve sugar in it. When cool, add fruit and nuts and pour into a mold. Serve with whipped cream. Serves six.<em> </em></p><h2>Page 14:</h2>
<p><em>Illustration: a lemon translucent gelatin, with three slices of tomatoes suspended inside. The dish sits on a lettuce leaf, with a heap of mayonnaise.</em></p>
<p>Tomato Salad</p>
<p><em>Illustration: a purple translucent gelatin dessert on a clear orange plate. The dessert has slices of fruit suspended inside, and is garnished with whipped cream.</em></p><h2>Back cover:</h2>
<p><em><em>Illustration: line drawing o four women sitting on chairs together in a living room.</em></em></p><h3>Party Suggestions</h3>
<p>When the busy housewife entertains, she prepares her dishes the day before. By using Jell-X-Cell on the following menu almost everything can be prepared in advance and kept in the refrigerator until wanted.</p><h4> Bridge Tea </h4><ul><li>Candied Fruit Bread Sandwiches </li><li>Cream Cheese and Stuffed Olives </li><li>Molded “Bridge” Jell-X-Cell </li><li>Whipped Cream </li><li>Individual Cakes </li><li>Salted Nuts </li><li>Tea </li><li>Candies </li><li>Lemon, Orange, Cloves or Cream </li></ul><p>In serving for eight persons, prepare two boxes of Jell-X-Cell Bavarian Cream as directed on the box, pour into a chilled dish or pan, large enough to make Jell-X-Cell an inch thick. Place in ice box to harden. Then prepare two boxes of strawberry Jell-X-Cell as directed on the box. Pour into a chilled dish or pan, large enough to make Jell-X-Cell an inch thick. Place in ice box to harden. </p>
<p>When Jell-X-Cell is thoroughly hardened, remove from pans. For the Bavarian Cream use a round cutter about 3 1/2 or 4 inches in diameter and cut the required number of circles. For the strawberry Jell-X-Cell use the cutters in shapes of spades, hearts, diamonds and clubs. When cut, place on each of Bavarian Cream circles. Place in ice box and when ready to serve garnish with sweetened whipped cream. </p>
<p>Printed by H. H. Lestico<br /></p>

America’s Best Gelatine Dessert

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