Item HT 23773 Packet - Vita-Brits, 12 Ozs, Cereal Foods Pty Ltd, 1950s-1960s

Summary

A now empty packaging box for Vita-Brits, which was made in Australia, probably in Melbourne, around the 1950s-60s.

Vita-Brits, a 100% wheat breakfast cereal, was promoted as providing muscle-forming food that was healthy and easily digested. Scientific research and modern manufacturing were the foundation of the product's nutritional value, according to the advertising on the packet. The malted and ready to eat product was promoted to children over 6 months old, invalids and athletes. It could be eaten with hot or cold milk and topped with fruit and vegetables, and a daily portion was recommended.

This packet also contained 'picture cards' as a promotional device. The cards were inside the packet, and children were encouraged to save the cards and collect them.

The box is part of a small collection of packaging objects and point-of-sale material relating to a grocery store in Beechworth run by Francois Bertrand and his family in the early-mid 20th century. Francois Bertrand was a French migrant who arrived in Australia during the 1850s gold rush. He established an early vineyard and winery in the Beechworth area, but this was wiped out by the outbreak of phylloxera at the turn of the century. He subsequently moved into the township of Beechworth where he operated a grocerey store for several decades, having run a horse and cart taxi service prior to this. Francois Bertrand died in the early 1940s during World War II and the shop closed soon after. The packaging items were kept by Francois' son until the early 21st century, when he donated them to Museum Victoria.

Physical Description

Used cardboard packet, folded flat. It is white with blue, red and black text printed on it and coloured illustrations of fruit (strawberry, cherry, pear and apricot) and vita brits. The packet has slots for constructing the box.

Significance

Statement of Significance:
This box is part of a small group of packaging items and point-of-sale material originating from a small grocery store in regional Victoria in the early-mid 20th century. Being a product that was made in Melbourne, it represents Melbourne's once prominent status as an influential manufacturing city, and also highlights the importance on food production in Melbourne. The packaging also reflects the strong emphasis on graphic arts in advertising in the mid 20th century. The box additionally is an example of the typical type of food item sold in grocery shops in the mid 20th century and, along with the other packaging items in this collection, highlights the diverse range of products available in country shops.