Time Pressure Takes Center Stage
With a new decade came a radical shift in American life. Many women left the role of full-time homemaker and entered the work force. The single-parent family became more common. Time became precious, including time for meal preparation. Working women needed help, and the marketplace responded with convenience foods and time-saving appliances.

Hurried and Simplified
In 1966, Pillsbury's "Busy Lady" theme featured simplified recipes. Convenience products such as refrigerated doughs, cake mixes, canned meats, frozen vegetables and processed cheese appeared in Bake-Off® Contest recipes. The 1969 Bake-Off® Contest marked the first time a recipe made with refrigerated dough won the Grand Prize.