When a real woman’s place was ... After Eight

Despite their early sexist ads, the wafer-thin mints have sold a billion, says John Daly

DINNER parties were sophisticated when After Eights chocolates first appeared 50 years ago, in Feb, 1963. The thin mint fondants were marketed as a glamorous accessory for social occasions when the grim, conservative ’50s were being replaced by aspirational affluence. After Eights ads of the early ’60s featured immaculately dressed ladies, dripping pearls and diamond earrings.

“A woman’s place is in the home, eating After Eights and looking beautiful,” was the slogan for one. The ‘smart casual’ dress ethos of 2013 was a definite no-no in those halycon days of black tie and long frocks. “After Eight wafer-thin mints have the same effect on me as camellias and candlelight; they make me feel expensive, pampered and gay,” wittered one precious pet, biting another sinful square.