Life — June 25, 1925 — page 29: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

ELICIOUS flavor in food, rich color, and delicate fragrance — These, we know today, mean more to us than pleasure; they -* fill a need in our diet much 1S deeper than we dreamed. No other factor so impor- tant, say our greatest food authorities, is so little understood. For they awaken Appetite—this taste, color, fragrance we delight in. And so bring into play the whole delicate bodily system that digests and absorbs our food. Without the signal from keen appetite our bodies, unprepared, fail to take full nourishment from the best-planned meals. That is why—quite apart from its value as fruit—food experts point today to Welch's. For in this fragrant purple juice of rare Concord grapes they find the su- preme example of an aid to appetite. - ree LOWING purple, with the tart fra- grant sweetness of ripe grapes fresh from the vine—Welch’s makes the hast- iest, the simplest meal successful. No other flavor can quite compare with this—juice of the most perfect Concord grapes in all the world. In only two small sections in the whole United States do such grapes ripen to perfection. From the choicest of the heavy purple clusters Welch presses out the juice—a few hours after thee are cut from the vine. Slow important the Taste. of food? That is why each exquisite glassful gives you all the healthful qualities of the fresh ripe fruit. Mineral salts that regulate the body, that build up the bones and teeth, vita- mines, nourishing fruit sugar, and laxa- tive properties that modern diets need. Natural fruit elements, too, that turn to alkalies and help your body to overcome the acidity so common today. But beyond these qualities of the fresh fruit it is the flavor of Welch’s that ex- perts stress today—the importance for health of its color and fragrance, that un- failingly awaken appetite. Ar Breaxrast try this tomorrow: Half- fill a small glass with cracked ice—then fill with Welch's. See how its tart cold deliciousness adds new zest to this im- portant meal, For Dinner these hot nights. Blend 1 pint of Welch’s and 1 pint of cider. Chill thoroughly. Just before serving add 1 pint of sparkling water and serve in wine glasses, very cold. Or: Chill well 1 pint of Welch’s and two 12-ounce bottles of dry ginger ale. Partly Colorful, fragrant, luscious—pure juice of the Concord grape fill thin tumblers with Welch’s —then fill with ginger ale. For Rerresument on hot summer days and nights: Welch's Sparkling—Half-fill tall glasses with Welch's, add to each a spoon of cracked ice, and fill with sparkling water. Grape Rickey—Half-fill tall glasses with Welch's. Add to each glass the juice of 1 lime, sugar to taste, shaved ice and fill with sparkling water. Get Welch’s Grape Juice today from your grocer, druggist or confectioner in quarts, pints or four ounces. Hotels, clubs, restaurants and dining cars serve Welch’s; soda fountains serve it too—straight or in delicious combinations. More of this surprising appetite story— more ways to serve this Juice of fresh, ripe grapes are given in our booklet, The Vital Place of Appetite in Diet. Let us send it to you, free. The Welch Grape Juice Co., Westfield, New York. Tue Wetcn Grare Juice Co., Dept. L-6, Westfield, N. Y. Please send me—free—your booklet The Vital Place of Appetite in Diet. Name. Address. City. comicbooks.com