"1910-UNEEDA- BISCUIT -AD" COASTER

"1910-UNEEDA- BISCUIT -AD" The "biscuit" in the name of the company is a British English and early American English term for saltines and cookie products. After the consolidation, the president of National Biscuit Company—Adolphus Green of American Biscuit and Manufacturing Company—asked Frank Peters to create a package to distribute fresher products. This paved its way for In-Er Seal package, whose logo is a prototype for the "Nabisco Thing". The In-Er Seal package is a system of inter-folded wax paper and cardboard to "seal in the freshness" of the product. At the beginning of his presidency, Green decided the National Biscuit Company, often shortened to NBC, needed a new idea that grabbed the public’s attention. He got it when his employees created a new saltine that was flakier and lighter than any of their competitors' versions. The UNEEDA biscuit looked promising, but Green had to make sure it got to customers fresh and tasty, so it was the first to use the In-Er Seal package in 1898. Until then, saltines were sold unbranded and packed loosely in barrels. Mothers would give their sons a paper bag and ask them to run down to the store and get the bag filled with saltines. National Biscuit Company used this as part of Uneeda Biscuit advertising symbol, which depicts a boy carrying a pack of Uneeda Biscuit in the rain. In 2009 (after over 110 years), Nabisco discontinued the Uneeda biscuit out of concern that the product was not as profitable as others.