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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Jelly Roll

1 cupful sugar 1 teaspoonful baking powder 4 tablespoonfuls milk Jelly or preserves 2 tablespoonfuls melted Crisco 2 cupfuls flour 1/4 teaspoonful salt 1 teaspoonful lemon extract Beat eggs and sugar together twenty minutes, remove beater, sift in flour, salt, and baking powder, add milk, extract, and melted Crisco. Grease large flat tin with Crisco, dust over with flour, pour in mixture and spread out evenly. Bake twelve minutes in moderately hot oven. Turn out on sugared paper, spread quickly with jelly or preserve and roll up at once. The cake will crack if spreading and rolling are not quickly done. Sliced jelly roll is delicious with custard.

Sufficient for one jelly roll.

For the Modern Kitchen

The text as printed has been scrambled by column-setting: the ingredient list runs into what appears to be a neighbouring cake recipe. Read the method first, then sort the ingredients against it.

A Little History

The Story of Crisco (1913) was written by Marion Harris Neil, cookery editor of the Ladies' Home Journal, for Procter & Gamble, who had introduced Crisco two years earlier as the first widely marketed hydrogenated vegetable shortening. The book's job was to prove the new fat could do everything lard and butter did, which is why Crisco appears in this sponge twice over — greasing the tin, and two tablespoons melted into a batter that scarcely needs fat at all. The jelly roll itself is older than the product by half a century: rolled sponges spread with jam turn up in British and American books from the mid-nineteenth century, called Swiss roll in England and jelly roll in the United States, and neither name has ever been traced convincingly to a Swiss origin. Its appeal to a promotional cookbook is obvious — it is quick, it photographs well in cross-section, and it fails visibly if the cook mishandles it, which makes the successful version feel like a credit to the shortening.

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