The Story of Crisco

The Story of Crisco, 1913 — how Procter & Gamble taught America a new fat, with 250 recipes and a year of dinners to seal it.

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Apple Fritters

1½ teaspoonfuls baking powder 1/4 teaspoonful salt 1 egg 1 tablespoonful melted Crisco 3/4 cupful milk 3 apples cut in quarter inch slices 3 tablespoonfuls sugar 1 lemon Peel, core and slice apples, then sprinkle 2 tablespoonfuls sugar and strained juice of the lemon over them. Sift flour, baking powder, sugar, and salt into bowl, add milk to well beaten egg and stir liquid gradually into dry materials, beating thoroughly, then add Crisco. Cover apple slices with batter and drop them into plenty of Crisco heated so that small breadcrumb browns in sixty seconds. Fry for four or five minutes. Drain and sprinkle with powdered sugar. Any other fruit may be substituted for apples or a combination of fruits makes a delicious fritter. Sufficient for twelve fritters. 2 cupfuls flour

For the Modern Kitchen

A straightforward drop-batter fritter, though the ingredient list has been scrambled in printing — the two cupfuls of flour appear at the very end, after the method.

A Little History

The Story of Crisco was written by Marion Harris Neil and published by Procter & Gamble in 1913, two years after Crisco itself came on the market. The book is a promotional cookbook in the frankest sense: every recipe calls for the product, and the frying chapters do the heaviest lifting, because hydrogenated vegetable shortening was being sold as a clean, odourless, keeps-in-the-pantry substitute for lard and butter. Apple fritters were already an old and unremarkable dish by then — battered fruit fried in deep fat runs back through English and continental cookery for centuries — which is precisely why it appears here. A familiar pudding was the easiest way to demonstrate that the new fat behaved as well as the old one, and the closing line inviting the cook to substitute any other fruit is the sort of open-ended encouragement that sells tins.

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