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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Crisco Milk Bread

3 tablespoonfuls sugar 3 tablespoonfuls melted Crisco 2 tablespoonfuls salt 1 yeast cake 1 quart milk About 7 pints flour Mix yeast cake with 1 tablespoonful sugar. Heat milk, add remainder of sugar, Crisco, and salt. Cool and add yeast and flour to make stiff dough. Turn out on floured baking board, cut in three pieces, knead first one piece then others stretching dough; let rise over night or in warm temperature five hours. Knead lightly and divide into Criscoed pans. Allow to rise and bake in moderate oven one hour. From same dough , French bread, breadsticks, horse shoe rolls and French rolls can be made. Sufficient for three loaves.

For the Modern Kitchen

A straightforward enriched white loaf from Procter & Gamble's promotional cookbook, written when flour was measured by the pint and shortening was the novelty being sold. The proportions are sound; the timings and the yeast need translating.

A Little History

The Story of Crisco was published in 1913, two years after Procter & Gamble introduced hydrogenated cottonseed shortening, and its 615 recipes were written by Marion Harris Neil, then cookery editor of the Ladies' Home Journal. The book's job was to persuade cooks that a manufactured fat could stand in for lard and butter in everything they already made, which is why an ordinary milk bread appears with the brand name worked into both the ingredients and the pans. Enriched white loaves like this one were a domestic staple in the era before commercial bakery bread dominated American tables, and the recipe closes with a note that the same dough yields French bread, breadsticks and horseshoe rolls. Crisco was also marketed heavily as a neutral, vegetable-based fat suitable for kosher kitchens.

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