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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Columbia Muffins

3 tablespoonfuls sugar 3 tablespoonfuls Crisco 1 egg 1½ cupfuls milk 1 teaspoonful salt 3½ teaspoonfuls baking powder 3½ cupfuls sifted flour Sift flour, salt, and baking powder together. Cream Crisco and sugar, add egg well beaten, then milk and flour mixture. Divide into Criscoed and floured gem pans and bake twenty-five minutes in hot oven. Sufficient for twenty muffins. 1 cupful cornmeal

For the Modern Kitchen

A plain milk muffin from Procter & Gamble's Crisco promotional cookbook, written when shortening was the new thing and muffin tins were called gem pans. A few of the printed figures are garbled and need a decision before you start.

A Little History

The Story of Crisco (1913) was Procter & Gamble's book-length argument for a product it had launched two years earlier: a solid, shelf-stable cooking fat made from cottonseed oil by hydrogenation, sold as cleaner and more economical than lard or butter. Nearly every recipe in it is an ordinary American standard rewritten with Crisco in place of whatever fat a cook would previously have used, which is why the shortening appears here as both an ingredient and a verb — "Criscoed" gem pans. Muffins of this kind, quick-raised with baking powder and baked in cast-iron gem pans, were a staple of the American breakfast table from the middle of the nineteenth century onward, and the name "Columbia" was a patriotic label attached freely to dishes, flour brands and stove models in the same era rather than a mark of any particular origin.

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