Crisco

History[edit]

The process of the hydrogenation of organic substances in gas form was developed by Paul Sabatier in the late 19th century. Building on James Boyce's 1890s work in the successful development of a consumable solid lard substitute, Cottolene, in the U.S.,^[2] the liquid form of hydrogenation was perfected and patented by Wilhelm Normann in 1903.^[1]


Joseph Crosfield and Sons acquired Normann's patent ostensibly for use in the production of soap. Their chief chemist, Edwin C. Kayser, was hired by Procter & Gamble's business manager, John Burchenal, and they patented two processes to hydrogenate cottonseed oil.^[1] Although their initial intent was to completely harden oils for use as raw material for making soap, these processes ensured that the fat would remain solid at normal storage temperatures and could find use in the food industry.^[1]


After rejecting the names "Krispo" and "Cryst" (the latter for its obvious religious connotations), Procter & Gamble called the product Crisco, a modification of the phrase "crystallized cottonseed oil".^[1] They used advertising techniques that encouraged consumers not to be concerned about ingredients but to trust in a reliable brand.^[3] Further success came from the marketing technique of giving away free cookbooks in which every recipe called for Crisco. Crisco vegetable oil was introduced in 1960. In 1976, Procter & Gamble introduced sunflower oil under the trade name Puritan Oil, which was marketed as a lower-cholesterol alternative. In 1988, Puritan Oil was switched to 100% canola oil.


In 2002, Procter & Gamble divested the Crisco (oil and shortening) brand, along with Jif peanut butter, in a spinoff to their stockholders; the two brands then immediately merged with the J. M. Smucker Co.^[4]


B&G Foods acquired the Crisco brand in December 2020.^[5]