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Though chocolate was in short supply domestically because of the war effort, women on the home front were encouraged to use what little they had to bake cookies for “that soldier boy of yours,” as one Nestlé ad put it.
Wakefield’s cookie was the perfect antidote to the Great Depression.
In a single inexpensive hand-held serving, it contained the very richness and comfort that millions of people were forced to live without in the late nineteen-thirties.
In the nineteen-fifties, both Nestlé and Pillsbury began selling refrigerated chocolate-chip-cookie dough in supermarkets.
The Toll House restaurant’s gift shop alone sent thousands of cookies to uniformed servicemen abroad.
It took Ben & Jerry’s five years to find a way to mechanize the process of hand-mixing the frozen cookie dough with the ice cream, but it proved profitable.
He may have found his way to the cover of magazine, but between 19 ownership of Famous Amos changed hands four times, leaving Wally Amos with less and less of a stake in the company that he started.
(Like Amos, Debbie Fields and David Liederman no longer own the businesses that bear their names, though all three remain active in the cookie business.)Meanwhile, the chocolate-chip cookie, the tribble of American baked goods, kept reproducing itself in copious and unexpected ways.
Created as an accompaniment to ice cream, the chocolate-chip cookie quickly became so celebrated that Marjorie Husted (a.k.a. On March 20, 1939, Wakefield gave Nestlé the right to use her cookie recipe and the Toll House name.
In a bargain that rivals Peter Minuit’s purchase of Manhattan, the price was a dollar—a dollar that Wakefield later said she never received (though she was reportedly given free chocolate for life and was also paid by Nestlé for work as a consultant).
Nabisco, meanwhile, launched Chips Ahoy, its line of packaged cookies, in 1963.