Yogurt's flexible image during its rise in popularity in post-war Belgium.

The consumption of yogurt in Western countries has risen for over a century, first slowly, then more rapidly. The purpose of the present study was to investigate this prolonged phase of growth, by examining the popularity and the projected image of yogurt. A particular focus was on the way these aspects were reflected in consumption patterns and media representations. The data showed how during its period of rapid popularization, yogurt's visibility in the media greatly increased. It was concluded that the product's image was highly flexible in post-war decades, evidenced by the multi-pronged approach taken by marketers. Yogurt was not only advertised as both tasty and healthy, but also as natural and convenient, a strategy that appears to have been informed by consumers' preferences and existing cultural values. This demonstrates how a high degree of product differentiation and diversification during a product's growth stage can result in a heterogeneous image, allowing for a broad range of marketing strategies.

Convenience and the hierarchy of meal preparation. Cooking and domestic education in the Netherlands, 1910-1930.

The concept of convenience in food products and meal preparation has changed rapidly during the twentieth century. However, there is little investigation into the way attitudes towards this concept have changed, which curbs our understanding of the importance of, and need for, convenience today. This paper uses the magazine of the Dutch schools of domestic education to examine their stance on convenience in meal preparation during the 1910s and 1920s. Recipes and articles are quantitatively and qualitatively analysed to estimate the importance of convenience in food preparation and consumption. The results of this analysis show that there was a hierarchy of values with regard to food choice: convenience was definitely valued, but matters of frugality and nutrition generally dominated. This provides not just a nuanced image of the role of domestic education (demanding yet flexible), but it also gives insight into the mechanics of food choice, which may at least partly still apply today.