Huntley & Palmers preparations for war had started in 1937 and they responded rapidly to the changes necessary for a country in a state of war. By the end of 1939 they were already producing 'emergency bread'. This was made from locally grown wheat baked in sealed tins to preserve it in perfect condition. It tasted like toasted bread and was guaranteed by Huntley & Palmers to last for 10 years.
This photograph was taken in 1939 for a newspaper article and was captioned 'The Crisis - Emergency Food Storage'. (REDMG : 1997.130.190)
Saving the biscuits
The defeat of France in 1940 led to fears of a German invasion of Britain. The director requested that samples of each of the 400 varieties of biscuit were placed in airtight tins so as to be able to ascertain the correct weight and design of each biscuit after the war.
Marie biscuit found burnt but intact after an air raid, presumably in London, during World War II. (REDMG : 1997.130.518)
Rationing
In 1942 biscuits became one of the foods being rationed for the public. The rationing scheme encouraged people to buy quality biscuits to obtain 'value for points' which worked in Huntley & Palmers favour against some of the cheaper biscuit manufacturers. By the time that biscuits came off ration points, the cost between quality and cheap manufacture had narrowed mainly due to the introduction of automatic machinery.
This ration book belonged to Mr G.W. Smallcombe of Holybrook Crescent, Reading. William A. Smallcombe, who was appointed Curator of Reading Museum in 1926. (REDMG : 1947.292.1)
It was during the war that the factory reconstruction committee was set-up to consider how it could reorganise production in peace-time at the lowest possible cost consistent with the company's traditional standards. Its first interim report included the statement that to earn the kind of profit required they would need to reduce the number of varieties from 400 to around 120.
The recovery of the business would require the kind of excellent marketing that the company had become famous for. This included their ornate shop displays.
