Food & Art: “L’Art et Les Biscuits”

A few weeks ago, I found an odd little book titled “L’Art et Les Biscuits,” which features the historic advertising and marketing campaigns of Lefevre-Utile, the French biscuit company known as LU here in the United States (originally founded in Nantes in 1846, LU was purchased by Kraft Foods in 2007). “L’Art et Les Biscuits” captures LU in its heyday, documenting the company’s ad campaigns from 1897 to 1914, the same era that marked the Golden Age of French lithography. As one might expect, the lithography movement influenced a large portion of Lefevre-Utile’s advertising and packaging, and many of these lavishly-colored materials remain highly collectible today. Published in 1978, “L’Art et Les Biscuits” offers dozens of pictures, though very little text (save for a brief introduction and an index to the artwork itself). The cover of the book is pictured above, with the reverse side pictured below. A few images from the book follow.

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Plate 70: Paper wrapper for “Flirt” tins.

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Plate 71: Paper wrapper for “Lacté” tins.

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Plate 15: Poster by Alphonse Mucha for “Champagne” biscuits.

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Plate 14: Poster by Alphonse Mucha for “Flirt” biscuits.

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Plate 16: Poster by Luigi Loir for “Iceberg” wafers.

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Plate 49: Benjamin Rabier autograph promo card (Rabier was an early cartoonist who also contributed a few legendary ads of the era).

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