A 1948 advertisement in the Forverts featured a recipe for coconut pumpkin chiffon pie. The full ad is below. Image by Forward Association

By Liza Schoenfein November 23, 2017

I would have sworn that the pumpkin-spice megatrend was started by Starbucks. But I would have been wrong.

In an ad for condensed milk that appeared in the November 17, 1947 issue of the Forverts, alongside a recipe for coconut pumpkin chiffon pie, is ad copy says, “If you like pumpkin spice flavored pie…”

The main copy, translated by Forward archivist Chana Pollack, says the following:

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New! Coconut Pumpkin Chiffon Pie
This pie is a multitasker!
If you like pumpkin spice flavored pie and the refreshing taste of coconut cream pie — then you’ll love this wonderful combination of coconut and pumpkin with a ‘chiffon’ lightness. No need to bake on Thanksgiving day! This pie is made the day before and then placed in the ice-box until ready to serve. The flavor deepens the longer it’s chilled, emboldening the pumpkin spice goodness of the filling.
Richer flavor — less cost!

The full ad is below.

Image by Forward Association

Liza Schoenfein is the food editor of the Forward. Contact her at [email protected] or on Twitter @LifeDeathDinner

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