Before, only patent applications for yeast production and kneading machines were common. The demand from housewives and the industrialization of bread-making in factories, created a huge market for baking powders. Resulting in the numerous versions and patents for different formulations of baking powders produced. By mid-19th century, there were more patents for different formulations of baking powder than for yeast! With the huge market for baking powders, The Royal Baking Powder bribed to pass a law, prohibiting production and distribution of baking powders containing aluminum. This caused millions of dollars and years of negotiating. With the huge outroar, the lieutenant governor resigned and there was a re-election. (This happened in 1899, before the merge with the other companies under Standard Brands.)

     Because of this incident, companies who do not use aluminum such as Magic Baking Powder, could use this as an advertising advantage. On every ad for the Magic Baking Powder, including "10 Famous Cakes", there will always be a section where it is stated that no aluminum is used. The statement is also found on the packaging. Magic Baking Powder benefited from this and gained support from numerous female icons.

     All of these female icons represented, perhaps, the ideal working housewife during that time. A woman who was successful in the office as well as the kitchen. This also helped to advertise how easy the baking powder was to use, and that the results will be delicious. By using popular and successful women, people get the impression of "If she can do it, so can you", which prompts the purchase and usage of the Magic Baking Powder. It is also possible that consumers would look up to the women feautured, thus, boosting sales using credentials and almost authorization (approved by these famous ladies!). Below are an example of two ladies featured in the "10 Famous Cakes" cookbooklet.

     Miss Jessie M. DeBoth, founder of DeBoth Home Maker’s Cooking School, is one of the greatest feminine experts in cookery in Atlanta. Her school is sponsored by The Detroit News and her presentations included cooking tutorials, giveaways, musical performances and more. Currently, we see a lot of talk show hosts who do the same thing (i.e. Oprah Winfrey and Ellen Degeneres), and they have a huge impact in the marketing sector as product endorsers.

      Miss Lillian Loughton, Dietitian and Cookery Expert, is featured on some newspaper ads by herself with the product. One in particular, she is saying "It's poor economy to risk failures with inferior baking powder. MAGIC never varies. That's why I recommend it for all recipes calling for baking powder." (The Canadian Statesman 1933) This is significant because she was a dietitian promoting a product, especially during the era where a lot of brans were competing for shelf spaces and the whole containing aluminum debate.

     The reason for all the merges and changes in ownership was due to the shifts in the economy. One in particular was when Standard Brands was bought by Nabisco Brands. Inc. In the 1970s, there was little to no economic growth, and the unemployment rate was over 10%. To make matters worse, the American Central bank raised its interest rates to 20%. At tough times like this, it's easy to blame anything, and everyone blamed it on oil prices, currency speculators, aggressive union leaders and money-grubbing businessmen. Leading to a terrible post-war recession. Because of this, Standard Brands desperately needed to seek a merger with another big, food company- Nabisco Brands. Inc.