I thought these two ads were very interesting. Instead of being ads for formula, they are ads for a nursing mother supplement. Both of these ads ran in the New York Times. The first ad advertises a supplement for nursing moms, but the supplement can also be given to babies who were fed cow's milk. It ran on October 16, 1918. The second ad ran on January 3, 1919.
It's fascinating how times have changed greatly, but then again, they really haven't changed that much at all. Imperial Granum, an unsweetened food, was intended to be taken as a supplement for babies who were fed formula and it was also intended for nursing mothers to increase their milk supply and nutritional quality. I'm pretty sure it was probably snake oil, but it is fascinating to see how early companies were trying to persuade nursing mothers that their milk was not good enough for their babies. I wonder what it was made from. I think a Google search is calling. I'll be back once I've found out what was in Imperial Granum.
Update About Imperial Granum (Found via the National Library of Medicine)
How is imperial granum prepared?
Two teaspoonfuls of the flour and six ounces of water. Cook ten minutes, and then add an equal quantity of milk and cook for five minutes longer.