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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November 6

Menu: Roast Duck; Egg Plant Croquettes; Peppers Stuffed with Rice; Canned Pears on Lettuce, with; Mayonnaise; Brown Bread Souffle; Coffee Brown Bread Souffle-Melt 2½ tablespoons Crisco, add 1/2 cup milk, 1/2 cup cream, 2 cups brown breadcrumbs, 1/4 teaspoon salt, and grated rind 1 lemon; let boil 2 minutes, stirring well, remove pan from fire, add 4 tablespoons sugar, 1 teaspoon cinnamon, 1 teaspoon vanilla extract, and when cool, beaten yolks 4 eggs. Beat egg whites stiffly and add them lightly. Pour mixture into Criscoed tin, cover with Criscoed paper and steam gently 1 hour. Serve hot with sweet sauce.

For the Modern Kitchen

A steamed bread pudding dressed up as a soufflé, from the promotional cookbook Procter & Gamble issued for its new shortening. It behaves like a light steamed pudding rather than an oven soufflé, and the steaming is the part to get right.

A Little History

The Story of Crisco (1913), written by Marion Harris Neil for Procter & Gamble, was one of the more successful pieces of cookbook advertising ever produced: several hundred recipes in which the new hydrogenated cottonseed shortening, introduced in 1911, quietly replaces butter, lard and suet at every turn. Even the verbs are branded — "Criscoed tin," "Criscoed paper." The dish itself is older than the fat. Steamed puddings bound with brown breadcrumbs, lemon rind and cinnamon are long established in English cookery, and similar puddings are often linked to the German and Austrian repertoire of Brotpudding and Schwarzbrotauflauf, though no clear line of transmission is documented; calling it a soufflé reflects the period habit of applying the French term to anything lightened with beaten whites. Its place in "A Calendar of Dinners," assigned to November 7, comes from calendar-of-dinners material Procter & Gamble issued in later, expanded editions, with its promise to relieve the housekeeper of deciding what to serve — a menu for every day of the year, each one leaning on the tin.

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