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The Royal Baking Powder Company was one of the largest producers of baking powder in the US. It was started by brothers Joseph Christoffel and Cornelius Nevius Hoagland in 1866. The brothers noticed that the baking powder they were making did not bring in much revenue and suffered from competition because the product was easy and cheap to produce. They therefore decided to name their powder the Royal Baking Powder, and to sink a huge sum into an advertising campaign. Soon the company was spending half a million dollars a year on advertising, an enormous amount at the time, but customers came to have a boundless trust in Royal Baking Powder. They were willing to pay several times the price of exactly the same thing from other manufacturers. Royal Baking Powder is still marketed today and is a brand under Mondelez International.