Album des célébrités contemporaines (Nantes: Lefèvre-Utile, ca. 1903). Graphic Arts division GAX 2008- in process
Over 100 years ago, the French biscuit manufacturer Lefèvre-Utile (LU) promoted its cookies with endorsements from the leading celebrities of the Belle Époque. Embossed chromolithographed cards were issued with a prominent figure’s black and white portrait and their brief testimonial to LU’s cookie quality, set within a colored scene that is thematically linked to the personality portrayed.
The public was encouraged to collect these cards and LU produced elaborate art nouveau albums for that purpose. Each album carried a list of all the celebrities endorsing LU, which included artists, actors, writers, musicians, composers, and aviators. Princeton’s album holds 48 cards in preprinted mounts with an additional 10 laid in, including cards for Yvette Guilbert, Cleo de Merode, Coquelin Aine, Jules Massenet, and George Courteline.
Today, LU cookies are marketed with less fanfare under the Kraft Foods umbrella.