LÃ©on Jacquemaire and Maurice Miguet, pharmacists from Villefranche-sur-SaÃ´ne , joined forces in 1881 to open a laboratory for fortifying food products. Miguet then developed in 1906 a cereal porridge, the BlÃ©dine. Diluted with water in a bottle then heated, this flour, obtained by grinding and sieving a wheat grain cookie, is intended for the nutrition of children intolerant to lactose .
BlÃ©dine quickly became a commercial success with 15,000 boxes sold per month, helping to combat infant mortality . The BlÃ©dine brand was registered in 1910, and the product evolved under the leadership of Miguet. In 1929, the flour was enriched with cocoa , and annual sales rose to 3 million boxes. The faces of smiling and plump children appear, with the slogan “the second mother”.
In 1932 , Miguet died, causing the business to stagnate. Lower consumption and increased competition, the Villefranche factory suffered losses in 1935. Lyonnais industrialists then took the reins of the company. After the war, the company’s sales increased during the Thirty Glorious Years. Food went from baby milk in tins, to food in tins and then small glass jars.
The condition of this tin reflects its age. Th price is printed on the label 22 French Francs 75 centimes (about £3 in today’s money).
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Product Code 6274