Cow & Gate Milk Food, the Food of Royal Babies, 1937 (litho)

Cow & Gate Milk Powder, produced in England from the beginning of the 20th century, was a revolutionary supplementary diet food for infants; in 1904 Dr Killick Millard, Medical Officer of Health in Leicester, England, read reports from America that the addition of powdered milk to the diet of poorer children in New York had greatly improved health and survival rates and in 1904 he commissioned a bulk order of milk powder to use in trials in his area; advertising for this new product started in 1908 and its reputation was enhanced by it becoming the baby food of choice for several royal families, including Great Britain, Iraq and Yugoslavia; the endorsement of the product by the Royal Warrants helped to boost sales; advertisement from 'Britannia & Eve' magazine;