Condensed Milk for the Front

From the Daily Record (Glasgow) 17th December 1914.

COMFORTS FOR THE TROOPS

Apropos the strength of our periodicals and their value as advertising media, I may mention that the editress of “Home Chat” conceived the idea of sending tins of condensed milk to our soldiers at the front.  The scheme was not only approved by the War Office, but they also undertook to send the milk out for us.

Although the scheme has only been running a little more than a fortnight, and only 1s subscriptions were invited from our readers, you may be interested to learn that we have already received close on £400 from “Home Chat” readers alone.

Ten thousand tins were despatched last week; another ten thousand will be despatched this week; and a further twenty thousand are on order.

I have no doubt that in a very short time we shall have increased this quantity four or five times.

["Home Chat" was a weekly magazine for women, launched in 1895.  The amount asked for was one shilling (1s) - see my earlier post on the currency of the time.]