After years of study, a process was discovered which made possible the ideal fat.

The process involved the changing of the composition of vegetable food oils and the making of the richest fat or solid cream.

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The Crisco Process at the first stage of its development gave, at least, the basis of the ideal fat; namely, a purely vegetable product, differing from all others in that absolutely no animal fat had to be added to the vegetable oil to produce the proper stiffness.  This was but one of the many distinctive advantages sought and found.

Not Marketed Until Perfect

It also solved the problem of eliminating certain objectionable features of fats in general, such as rancidity, color, odor, smoking properties when heated.  These weaknesses, therefore, were not a part of this new fat, which it would seem was the parent of the Ideal.

Then after four years of severe tests, after each weakness was replaced with strength the Government was given this fat to analyze and classify.  The report was that it answered to none of the tests for fats already existing.

A Primary Fat

It was neither a butter, a “compound” nor a “substitute,” but an entirely new product.  A primary fat.

In 1911 it was named Crisco and placed upon the market.

Today you buy this rich, wholesome cream of nutritious food oils in sanitary tins.  The “Crisco Process” alone can produce this creamy white fat.  No one else can manufacture Crisco, because no one else holds the secret of Crisco and because they would have no legal right to make it.  Crisco is Crisco, and nothing else.

Finally Economical

At first, it looked very much as if Crisco must be a high-priced product.  It cost its discoverers many thousands of dollars before ever a package reached the consumer’s kitchen.

Crisco was not offered for sale as a substitute, or for housewives to buy only to save money.  The chief point emphasized was, that Crisco was a richer, more wholesome food fat for cooking.  Naturally, therefore, it was good news to all when Crisco was found also to be more economical.

Crisco is more economical than lard in another way.  It makes richer pastry than lard, and one-fifth less can be used.  Furthermore it can be used over and over again in frying all manner of foods, and because foods absorb so little, Crisco is in reality more economical even than lard of mediocre quality.  The price of Crisco is lower than the average price of the best pail lard throughout the year.

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Crisco’s Manufacture

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