I absolutely love that I can walk into a grocery store in 2011 and find this packaging on the shelf. This is the kind of stuff that I love to go look at in antique shops, but for whatever reason, the folks at Durkee-Mower haven’t changed the Marshmallow Fluff label significantly in what I’m going to guess is at least 50 years. I found this ad, which I think is probably from the the ’40s and I can’t imagine their current label was done much later than 1960 from the looks of the artwork and lettering. The casual script and slab-serif type are amazing, not to mention the color scheme.

I can’t say that Fluff was a childhood treat for me, but it appears that is has been a popular tradition in the northeast for generations. According to their (awesome in many ways) website, they still use the same all-natural / no preservatives recipe that they invented in 1920. Since I’m not a huge fan, I’ve never had a Fluffernutter (Fluff + peanut butter sandwich), but I encourage you to click on the link to check out what they say is their “new” commercial. From the looks of it, it was new around the time the Internet was invented, or at least became widely available. They also have some old radio jingles on that page that are worth a listen.

To whoever made the decision to not change the label on Fluff, I salute you!