Pumpkin Spice Pops Up In 1947 Yiddish Forverts Pie Recipe
![](https://images.forwardcdn.com/image/970x/center/images/cropped/forverts-pie-ad-1511377360.jpg)
A 1948 advertisement in the Forverts featured a recipe for coconut pumpkin chiffon pie. The full ad is below. Image by Forward Association
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:
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.
![](https://images.forwardcdn.com/image/675x/center/images/cropped/1949-pumpkin-pie-1511377164.jpg)
Image by Forward Association
Liza Schoenfein is the food editor of the Forward. Contact her at [email protected] or on Twitter @LifeDeathDinner
A message from our editor-in-chief Jodi Rudoren
![](https://forward.com/wp-content/uploads/2024/07/Jodi-Headshot.jpg)
We're building on 127 years of independent journalism to help you develop deeper connections to what it means to be Jewish today.
With so much at stake for the Jewish people right now — war, rising antisemitism, a high-stakes U.S. presidential election — American Jews depend on the Forward's perspective, integrity and courage.
— Jodi Rudoren, Editor-in-Chief