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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Entire Wheat Bread

1¼ cupfuls boiling water 2 tablespoonfuls Crisco 1¼ cupfuls milk 2 teaspoonfuls salt 2 tablespoonfuls sugar 1 yeast cake 1/4 cupful tepid water Whole wheat flour Mix boiling water, milk, sugar, salt, and Crisco together. Add yeast cake dissolved in tepid water, with 3½ cupfuls whole wheat flour. Mix and let stand until light. Add more flour until soft dough is formed, then knead and divide into two loaves. Place in Criscoed tins and let stand until the dough doubles its bulk. Brush over with milk and bake in moderate oven one and a half hours.

Sufficient for two small loaves.

For the Modern Kitchen

A straightforward yeasted whole wheat loaf from Procter & Gamble's Crisco promotional cookbook. The printed measurements have suffered in transcription, so read the quantities with care before you begin.

A Little History

The Story of Crisco (1913) was one of the earliest and most effective examples of a food company publishing a cookbook to create demand for a product that had no culinary tradition behind it. Crisco, introduced by Procter & Gamble in 1911, was hydrogenated cottonseed oil — a shortening that was neither butter nor lard, and that housewives had no reason to buy until they were given several hundred recipes calling for it by name. Entire wheat bread is a period term for what is now called whole wheat: flour milled from the entire grain rather than sifted to remove bran and germ. It carried a distinct moral flavour in the early twentieth century, promoted by health reformers as more wholesome than the white bread that industrial roller milling had made cheap and universal. Placing it in a shortening cookbook does double duty: the loaf is virtuous, and the tins are Criscoed.

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