A common problem in many households was that the process of bread-making was too tedious, with results that sometimes left the family unsatisfied. The first appearance of non-yeast rising agents was seen in 1796, where Americans would use potash or pearlash. Comprising of lye and wood ashes, this mixture was very caustic, difficult to make and smelly. Soon later on, it was discovered that baking soda mixed with sour milk would produced these gas bubbles. However, bakers and housewives did not know how much baking soda to add since the acidity of the sour milk varied.

     At the start of the Victorian era in 1835, Justus von Liebig created the first baking powder. The mixture of baking soda, cream of tartar and cornstarch was seen as a major jump in proficiency. Because cream of tartar was expensive, in the 1850s, different variations of the dry acid came out. Such as calcium aluminum phosphate and sodium aluminum sulfate. These compounds did not react as fast, so that the lost of air bubbles would be prevented while mixing. Allowing the maximum amount of air bubbles while it is baking in the oven! Interestingly enough, around this time, the innovation of self-rising flour came out, which is baking powder and flour mixed together.   

     The product "Magic Baking Powder" was invented in Canada by E. W. Gillet Company in 1897. Their manufacturing company was actually situated in Toronto, Ontario, on Fraser Avenue and Liberty Street. Unfortunately, a fire broke out in 1904, resulting in the lost of their factory and machinery. 

     Later on in 1929, E. W. Gillet Company, along with The Royal Baking Powder Company, Chase & Sanborn Company, and Fleischmann Yeast Company were all merged together under Standard Brands. This went well for awhile, until the recession in 1970's, which caused Standard Brands to be bought by Nabisco Brands. Inc in 1981. But it doesn't stop there. In 2000, Philip Morris Companies Inc. who owned Kraft Foods, acquired Nabisco Brands. Inc for $18.9 billion and merged it with Kraft Foods International. Together, these two companies created Kraft Foods. Inc. Finally, Kraft Foods International announced the split of this couple and labeled Nabisco Brands. Inc under a new name - Mondelez International LLC. 

     Despite all the transitions and amount of decades that have passed, Magic Baking Soda has never changed their packaging, aside from changing the tin to plastic. In the 1980s, a representative from the Magic Baking Powder company was a guest speaker for MBA students at the University of Western Ontario. He asked the students how many of their mothers used Magic Baking Powder. No one said anything. He then held up a tin of it. All the hands in the room raised up. “And that”, he said, “is why we’ll never change our label.” (Cook's Info 2018)

     A lot of cookbooklets were published as an advertising tactic, with emphasis in the “Magic” of Magic Baking Powder. Like “Magic Cook Books” and “10 Famous Cakes”, to name a few. Our "10 Famous Cakes" features 10 different cake recipes from a variety of iconic women during that particular Canadian era. From directors of institutes, editors and writers to dietitians. Their own special recipes brought fame to themselves and are considered “Canada’s cooking authorities”. This elite group of ladies exclusively recommended this product, and emphasized on the perfection, as well as expecting the same results every time. In addition, the cookbooklet was clear in the fact that it contained no aluminum, which was a controversy.