Tales From Out In The 1960s Be-Bop Night

Sunday, November 17, 2013

***On The 100th Anniversary Of The...,Uh, Mallomar-Happy Birthday, Baby

1913

From The Pen Of Frank Jackman

Normally when this writer celebrates, or takes note of , some important occasion it is political, like the anniversaries of the Paris Commune or the Russian Revolution, personal like the birth or death dates of important historical or literary figures like Leon Trotsky, Vladimir Lenin, John Milton, Tennessee Williams, Hank Williams and the like, or decisively historically eventful like the Great Depression of the 1930s and the Vietnam War but today I honor, if that is the right word, uh, the centennial of the birth of the Mallomar, an edible culinary item (I have capitalized here not to offend any devotees in case it should be).

Like I say I would not normally take note of such an occasion but I was peacefully driving on my way home this Sunday morning with the radio tuned to National Public Radio (NPR) as background when one of their commentators told one and all who listen on a raw Sunday morning more than one would ever need to know about this subject. And I would have normally just let that go but listen up as I go through my torturous rationale for placing this observance in this space:

One of the purposes of the sketches on this blog is to occasionally comment on a wide variety of social and cultural trends and traditions. Usually that is stuff like various musical genre and trends, the traumas of high school existence, circa 1960 (and now too perhaps) and growing up absurd, quirky film noir films, and growing up poor in this country, circa anytime. But I am no snob, not at all and as I found out this morning this Mallomar delight is something of a cult classic. The reporter noted some very strange behavior by the true aficionados of this snack, endless hoarding in secret places, not sharing with friend or foe, stealing from kindred, including mothers from their babes, all the pathologies associated with cult behavior and thus worthy of investigation here.

And so I do so take note of this anniversary. I also note that I have never, consciously, eaten a Mallomar although I have eaten one of its second cousins, the Moon Pie. And so this space continues to bring the public all the information fit to print. Enough said.

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Thanks to The Huffington Post for this culinary trip down memory lane-

Happy 100 Year Anniversary, Mallomars! (PHOTOS)

The Huffington Post | By Rachel Tepper Posted: 11/13/2013 9:22 am EST

Nabisco

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Desserts, Mallomars, Mallomars 100 Years, Mallomars Birthday, Mallomars History, Mallomars Through The Years, Taste News

Mallomars, those wonderful chocolate-covered graham cracker and marshmallow treats, celebrate a serious milestone this season. On Nov. 13, the Nabisco cookie turns 100 years old.
In honor of the event, a little Mallomars history. Mallomars were first invented following the success of another Nabisco cookie, Marshmallow Crème, which were sold in large square tin containers at the turn of the 20th century. Consumers loved the cookie, but wanted to buy them in retail-sized packages. Thus, the creation of Mallomars, which were first sold to a grocer in Hoboken, N.J. on Nov. 13, 1913.
Historically, Mallomars have only been available from September through March because the thin chocolate coating has a tendency to melt during hot summer months. Today the tradition sticks, despite advances in refrigeration. The product's limited availability, however, has turned it into something of a cult favorite. But good news: This year's Mallomar season is already underway. (It kicked off Sept. 9.)
Before you run off to the store, take a look below at Mallomars through the years.