CHOCOLATE AND BREAKFAST COCOA. 31 



Baker and Co., this high degree of fineness is secured without 

 any loss of brilliancy in the powder, the color being of the 

 bright-red which is not only attractive in appearance, but when 

 conjoined with the natural chocolate odor and flavor is character- 

 istic of absolutely pure cocoa of the highest grade. 



It is instructive to compare such cocoa with the cocoas pre- 

 pared by what is known in chemical technology as the chemical 

 process. The latter are prepared by treatment with alkaline 

 matters which act on the coloring substances in the seeds, increas- 

 ing the apparent effect of hot water when the latter is added. In 

 chemically prepared cocoas, the exquisite natural odor and flavor 

 of pure cocoa-seeds have been diminished or wholly lost by the 

 severe treatment to which the materials have been subjected. In 

 some cases the loss of the natural flavor is sought to be partially 

 supplied by the use of fragrant gums, wholly foreign to the natural 

 product. 



The detection of these admixtures is generally easy. Compari- 

 son with the well-known pure breakfast cocoa of Walter Baker and 

 Co. will reveal at once the vast superiority of a product which has 

 not been treated by chemicals, but which contains only the finest 

 possible powder of the best chocolate-seeds freed from the excess 

 of oil. The exquisite flavor and odor of the pure product are due 

 wholly to the seeds themselves, since absolutely no foreign matter 

 is added from first to last. Walter Baker and Co.'s breakfast cocoa 

 can be used by students of the microscope and of chemistry as a 

 perfect type of the highest order of excellence in manufacture. 

 The enormous increase in consumption of Baker's cocoa and 

 chocolate indicates that our discriminating public appreciate a 

 thoroughly good article when they see it. 



