The 1970s housewife was a figure undergoing a significant transition, caught between traditional expectations and the emerging women's liberation movement. While many women continued to fulfill conventional roles of maintaining the home, cooking meals, and raising children, others began challenging these norms and ventured into the workforce. They started questioning the gender roles that had been imposed on them. Despite the household responsibilities, many 1970s housewives were involved in community work and began to assert their rights to equal pay, respect, and opportunities in the workplace.
The emergence of convenience foods in the 1970s was influenced by more women entering the workforce. As women began working outside the home, they had less time to prepare meals, creating a demand for quick, easy-to-prepare food options. Manufacturers responded by developing and marketing convenience foods that could be prepared in a fraction of the time of traditional meals. These products, which included everything from microwave meals to instant soups, were marketed as time-savers for the modern woman. While convenience foods were not solely a result of women entering the workforce, this societal shift certainly played a significant role in their rise to prominence.
This rhubarb coffee cake recipe is a great example; it was published in the 1970 Pillsbury's Bake Off Cook Book and uses ready-made ingredients like frozen rhubarb and flavored gelatin. It's an easy, tangy rhubarb coffee cake with a crunchy streusel topping that comes together quickly. The perfect recipe for any coffee clutch or for the entire family!

1970 Rhubarb Coffee Cake
Equipment
- 1 13x9 inch baking pan
- 1 large mixing bowl
- 1 small mixing bowl
- electric mixer or stand mixer
- Measuring Cups and Spoons
- Rubber spatula or offset spatula (for spreading batter)
- Cutting board and knife (for rhubarb)
Ingredients
- 2 cups all-purpose flour
- ½ cup white sugar
- 1 tablespoon baking powder
- 1 teaspoon salt
- 2 tablespoons butter - at room temperature
- 1 cup milk
- 4 cups chopped fresh rhubarb - or 2 cups frozen rhubarb (1 lb package)
- â…“ cup red raspberry or strawberry gelatin - 3-ounce package
Instructions
Rhubarb Coffee Cake
- ​Grease the bottom only of a 13x0 inch cake pan.
- Prepare topping and set aside.
- ​In a separate bowl (the large bowl), combine the dry ingredients: 2 cups of all-purpose flour with ½ cup sugar, 1 tablespoon baking powder, and 1 teaspoon salt.
- Cut 2 tablespoons of butter into the flour mixture until it resembles coarse crumbs.
- ​Add 1 cup of milk and 1 egg. Mix well at medium speed with an electric mixer or in the bowl of a stand mixer with the paddle attachment.
- ​Pour batter into the prepared pan in one single layer.
- ​Spoon 4 cups of chopped fresh or frozen rhubarb evenly over the top of batter and sprinkle with ⅓ cup of dry raspberry gelatin, then the buttery crumble topping.
- Bake at 375° for 40-45 minutes until the topping is light golden brown and rhubarb is bubbly. Test for doneness with a toothpick in the center. Cover with foil if the top browns too quickly.
- Serve warm or cool with whipped cream, a scoop of vanilla ice cream, or a cup of coffee.
Crumb Topping
- In a small mixing bowl, combine 1¼ cups of sugar, ⅓ cup of flour, ½ teaspoon cinnamon, ½ teaspoon nutmeg, 6 tablespoons of butter or margarine, and 1 cup of chopped pecans, walnuts, cashews, or almonds.
Notes
Tips For Success
• Cut rhubarb into uniform half inch chunks for even baking
• Don't overmix the batter after adding flour
• Use room temperature ingredients for better incorporation
• Let the cake cool for 15 minutes before cutting
• Toss rhubarb with a tablespoon of flour to prevent sinking
• Grease the pan well to prevent sticking
• Cover with foil if the top browns too quickly
Frequently Asked Questions
Yes, just thaw and drain excess liquid but don't press or squeeze the rhubarb.
• Overmixing the batter, which incorporates too much air
• Using rhubarb pieces that are too large
• Pressing the rhubarb into the batter
• Having a batter that's too soft or liquid
Toss rhubarb with flour before adding to help prevent sinking.
Yes, but remember, rhubarb is quite tart. Monk fruit sweetener can be used 1:1 to replace sugar in the cake batter.
Yes, rhubarb coffee cake is excellent for making ahead of time. The rhubarb helps keep the cake moist.
No, just trim the ends and any tough strings.
Yes, use an 8x8 inch square pan and reduce baking time. Start checking for doneness around 25-30 minutes.
When frozen rhubarb thaws, it releases a significant amount of water since the freezing process breaks down its cell structure, making it soft and spongy. Be sure to drain frozen rhubarb well (don't squeeze it). If your rhubarb seems soggy, sprinkle with a tablespoon of cornstarch.
Wrap in plastic or use a Ziploc storage bag and refrigerate for up to a week.
This vintage rhubarb coffee cake recipe is more than just a sweet breakfast treat – it's a springtime tradition. The combination of tart rhubarb, moist cake, and buttery crumb topping creates an irresistible harmony that has stood the test of time.