Timeless Design and Nostalgia: Vintage De Gruyter Biscuit Tin from 1950

Timeless Design and Nostalgia: Vintage De Gruyter Biscuit Tin from 1950

• Manufacturer: De Gruyter
• Manufacturing Date: 1950

Product Description:
This vintage biscuit tin by De Gruyter, manufactured in 1950, is a classic example of mid-20th-century Dutch design. It is a cylindrical, round metal tin designed for storing biscuits and other treats. The tin features a removable lid in a striking green colour, giving it a fresh and recognizable appearance.

The decoration on the tin is executed on a cream-white background, with a blue and orange bird as the centrepiece. The bird is depicted sitting on a branch with leaves and blossoms, giving the tin a playful yet refined character. This design reflects the attention to detail and quality that was characteristic of De Gruyter products.

On the underside of the tin, the well-known De Gruyter slogan is embossed: "En betere waar èn tien procent, alleen De Gruyter" ("Better goods and ten per cent more, only at De Gruyter"). This slogan was an important marketing tool for the chain at the time and emphasized the quality of their products.

Condition:
This biscuit tin is in good vintage condition, with visible signs of use and age-related wear, adding to the authenticity and charm of the object. The accompanying photos provide a detailed view of the tin’s condition.

Specifications:

• Height: 15.6 cm
• Diameter: 11.0 cm
• Manufacturer: De Gruyter
• Manufacturing Date: 1950

Background Information on De Gruyter:
De Gruyter was a prominent Dutch retail chain, active from the 19th century until 1976. At its peak, the chain managed over 550 stores and employed nearly 7,500 people. A distinctive feature of De Gruyter was the 10% discount customers received when submitting receipts, a strategy that rewarded loyal customers and allowed for performance monitoring of store managers. Since De Gruyter sold only its brand products, the gross prices were unique and difficult to compare with those of competitors.

Additionally, starting in 1948, De Gruyter introduced the famous "Snoepje van de Week" ("Treat of the Week"), a beloved customer incentive that initially consisted of candy and later included small toys or booklets. This initiative played an important role in De Gruyter’s brand identity and customer experience.

Conclusion:
This vintage biscuit tin is not only a fine example of timeless design but also a piece of Dutch history. It is an ideal object for collectors of vintage kitchenware or enthusiasts of historical heritage. The recognizable style and nostalgic value make this biscuit tin a unique item that is both decorative and functional.

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