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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Health Bread

2 cupfuls flour. 3 tablespoonfuls melted Crisco 2 cupfuls whole wheat flour 2 cupfuls bran 1 teaspoonful salt ½ cupful sugar 1 egg 2 cupfuls milk 1 cupful molasses 1 cupful stoned chopped dates 2 teaspoonfuls baking soda ½ cupful hot water Mix flours and bran together, add Crisco, salt, sugar, egg well beaten, milk, molasses, soda dissolved in boiling water, and dates. Mix well together and turn into two Criscoed and floured tins and bake in moderate oven one and a quarter hours. This bread is excellent for constipation. Sufficient for two loaves.

For the Modern Kitchen

A molasses-and-bran batter bread from Procter & Gamble's promotional cookbook, closer to a quick bread than anything requiring kneading. A few of its instructions need translating, and the printed text has a flaw.

A Little History

This comes from The Story of Crisco, the recipe book Procter & Gamble commissioned to teach American cooks what to do with hydrogenated vegetable shortening after Crisco was introduced in 1911; the recipes were credited to Marion Harris Neil, then cookery editor of the Ladies' Home Journal. The frank note that the bread "is excellent for constipation" places it squarely in the bran enthusiasm of the era, when wheat bran had been promoted for a generation by sanitarium dietetics and the breakfast-cereal industry that grew out of it, and when a laxative claim on a loaf of bread was a selling point rather than an embarrassment. The dates, molasses and whole wheat also reflect a period habit of making a health food palatable by loading it with sweetness — a loaf with a cup of molasses in it was still, by the standards of 1913 advertising, a virtuous one.

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