We Are What We Eat: Food and American Identity at the National Archives
In the early 20th century, Kamps says, "The government was very concerned with the health and nutrition of its people, as an issue of national security." Eating healthy foods and getting enough vitamins was therefore "part of your patriotic duty." That's why, during World War II, the Doughnut Corporation asked the government for permission to call their products "vitamin donuts" ("for PEP and vigor") or "enriched donuts." (The requests were rejected.) But another publicity campaign enjoyed great success: the National Dunking Association. "As sales soared, so did Doughnut Corp.'s sense of importance," a TIME writer noted in 1940. "To Doughnut Corp. men, dunking is not only good promotion but a symbol of democracy, almost a patriotic rite."
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