How Lobster Got Fancy – one of the most remarkable rebrandings in product history

“Lobster shells about a house are looked upon as signs of poverty and degradation,” wrote John J. Rowan in 1876. Lobster was an unfamiliar, vaguely disgusting bottom feeding ocean dweller that sort of did (and does) resemble an insect, its distant relative. The very word comes from the Old English loppe, which means spider. People did eat lobster, certainly, but not happily and not, usually, openly. Through the 1940s, for instance, American customers could buy lobster meat in cans (like spam or tuna), and it was a fairly low-priced can at that. In the 19th century, when consumers could buy Boston baked beans for 53 cents a pound, canned lobster sold for just 11 cents a pound. People fed lobster to their cats.

How Lobster Got Fancy – Pacific Standard.


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