Products
Long's Cough Drops were amongst the most popular in product introductions. They found a ready sale in Victoria. Interstate sales were made, but became difficult because of inter-State (inter-Colony) jealousies.
Long's Rice Biscuits proved popular with mothers rearing children. In fact, the labels on the tins pictured twins enjoying the virtues of Long's Biscuits. Cracknell biscuits, a very light product of corn, flour and eggs, were retailed for 2/9 per lb.
Long's Cream Crackers had a continuous public demand and were of a flaky texture and described as 'very light'. Much of the success of the crackers was deemed to be because of the water used. It has been suggested that the water from 'Longwood' (also known as 'The Springs') the property of company founder James Long, may have been used at the factory.
Date bars, Long's Sultana Luncheon, ginger nuts, 'Marie' shortbread, Baw Baw and creams were all in the range.
Long's Lollies and Toffees had a big sale with the young people and in those days such confectionery was turned out in stick form. The price of a sizeable stick was one penny. At that time you could also buy 16 aniseed balls for 1d (one penny).
James Long's brother, William, told of chocolates manufactured at Ballarat, and exported for sale in New Zealand. The chocolates were to be soft-centred, however, all the centres had gone rock hard by the time they arrived. A quick letter was written explaining that the buyers should hold on to the stock for another few weeks when the centres would cream. Certain chemicals in the mixture which had a gradual chemical reaction would result in a creamy texture. The preparation was called a 'sugar-kill'.
Another winner was Long's Milk Kisses, but this product led to family squabbles that saw relatives leave Ballarat to start their own confectionery manufacturing concerns.
Published by Ash Long
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