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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Lunch Rolls

1 yeast cake 2 tablespoonfuls Crisco 1¼ cupfuls milk 2 tablespoonfuls sugar 4 cupfuls flour 1 egg 1 teaspoonful salt Scald and cool the milk, then add yeast and sugar. Now add Crisco and 2 cupfuls flour. Beat thoroughly, then add egg well beaten, remainder of flour and salt. Mix and turn out on floured board and knead lightly and thoroughly, using as little flour as possible. Place in greased bowl, cover and set aside in warm place to rise two hours. When light, form into small rounds, place one inch apart on greased pan. Allow to rise half an hour. Brush over with Crisco and bake in hot oven fifteen minutes. Sufficient for twenty rolls. 1 egg 1 cupful sugar 1 cupful sour cream

For the Modern Kitchen

A plain enriched dinner roll from Procter & Gamble's promotional booklet, straightforward once two typesetting problems are sorted out.

A Little History

The Story of Crisco (1913) was Procter & Gamble's booklet for a product that had reached the market in 1911: cottonseed oil hardened by hydrogenation into a white, shelf-stable solid that neither smelled nor spoiled like lard. The company's problem was that no cook had a use for it, so the book supplied several hundred, quietly substituting Crisco wherever butter, lard or suet would have stood. A yeast roll needs very little fat, and the two tablespoonfuls here do nothing that butter would not do better; their presence is advertising as much as cookery. The strategy worked, and shortening's neutrality and long keeping made it a fixture of American baking for most of the following century, well before the nutritional case against hydrogenated fats caught up with it.

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