Lot #: 27058

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(Publicity) Biscuit Lefèvre-Utile.

Maker / Publisher:		ANONYMOUS
Place & Date:		Joubain et Beuchet, Nantes, ca. 1900
Colored:		Printed colors.
Size:		560 x 750 mm / 22 x 29.5 inches
Condition:		In excellent condition. Color lithography.

$600 / ≈ €528

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Description
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Description

Colorful advertisement of the famous French cookie brand LU.

The Lefèvre-Utile Biscuit Co. Was a baker and cookie maker founded in Nantes, France in 1846 by Jean-Romain Lefèvre. Today it is known as LU and is a part of Kraft Foods.

LU comes from Lefèvre and his business partner and wife, Pauline Utile. Alfons Mucha first utilized their initials for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co.
That same year the company hired Firmin Bouisset to create a poster ad. Bouisset, already famous for his work for the Menier Chocolate company, created Petit Écolier ("the Little Schoolboy") which incorporated the LU initials. Bouisset's poster was used extensively and the image was embossed on the company's Petit Beurre line of biscuits.
Within a few years, the success of the logo resulted in the company becoming known as LU. The founders' son, Louis Lefèvre-Utile took over the company and eventually, it was acquired by Générale Biscuit S.A., which in turn was sold to Groupe Danone in 1986.

Reference: Biscuits / Hertscher 9, L'Art du Biscuit pp. 116/117.

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We indicate the condition of each item and use our unnique HiBCoR grading system in which four key items determine a map's value: Historical Importance, Beauty, Condition/Coloring and Rarity.
We offer many maps in their original black and white condition. We do not systematically color-up maps to make them more sellable to the general public or buyer.
Copper engraved or wood block maps are always hand colored. Maps were initially colored for aesthetic reasons and to improve readability. Nowadays, it is becoming a challenge to find maps in their original colors and are therefor more valuable.

We use the following color keys in our catalog:
Original colors; mean that the colors have been applied around the time the map was issued.
Colored; If the colors are applied recently or at the end of the 20th century, then "colored", or "attractive colors" will be used.
Original o/l colors; means the map has only the borders colored at the time of publication.
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