Vintage high round cookie tin by De Gruyter with a blue-orange bird and a green lid

Vintage high round cookie tin by De Gruyter with a blue-orange bird and a green lid

• Manufacturer: De Gruyter
• Manufacture date: 1950

Description
Cylindrical round tin for biscuits produced by De Gruyter and fitted with a green loose lid. The decoration of this tin consists of a cream-white background with an image of a blue and orange bird sitting on a branch with leaves and blossom.

At the bottom of the tin is the slogan of De Gruyter in relief: "And better wares And ten per cent only de Gruyter".

Condition
This tin is in good vintage condition with traces of use and age-related traces of wear. Photos are part of the description.

Size

• Height: 15.6 cm.
• Diameter: 11.0 cm.

De Gruyter was a retail chain in the Netherlands, in the 19th century and 20th century (until 1976). At its peak, there were more than 550 stores and nearly 7,500 employees.

An important element in the sales policy was the giving of a 10% discount when handing in the receipts. The slogan of De Gruyter was, therefore: And better true and ten per cent, only De Gruyter. This rewarded loyal customers and provided an additional means of checking the branch managers. Because De Gruyter only sold products of its own brand, the gross prices could not be compared with those of others.

As a customer binder, De Gruyter gave away a small gift for children every week from 1948: the legendary Candy of the week. It was introduced when sugar went off the receipt after World War II and there was too much sugar on offer. With a few guilders worth of groceries, unsolicited candy was given to the children. Later the "candy" became a plastic toy, a game, a doll or a book. Something different every week. A long-lasting campaign was that of cardboard building boards for houses and buildings.

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