In 1941, the US government declared ice cream a nonessential food as part of rationing efforts ahead of World War II.
The International Association of Ice Cream Manufacturers and the National Dairy Council launched an intense campaign to reverse the decision, publishing propaganda posters emphasizing the “health” benefits ice cream could offer US troops.
“There’s a reason the US Navy serves ice cream,” a 1944 ad by the National Dairy Council read. “America’s favorite dairy food — ice cream — is an important source of vitamins, proteins and minerals.”
The ad goes on to cite the work of subsistence researchers in Chicago, who approve foods served by the Navy.
“That is why it is significant that ice cream ranks so high on Navy menus,” the ad read. “It is not only a favorite food, but it also supplies valuable vitamins, proteins, and minerals. For that reason, wherever practical, the Navy gets ice cream!”
Meanwhile, civilians at the homefront faced ice cream shortages amid the rationing of sugar and milk. However, organizations framed the ice cream scarcity back home as a sacrifice for the well-being of US troops.
“Ice cream is a favorite with all branches of our armed forces — and it is important that they get this valuable food,” according to the ad. “So if you aren’t always able to get all the ice cream you want — remember, you’re ‘sharing’ this nutritious food with our fighters.”