How Crisco Toppled Lard - and Made Americans Believers in Industrial Food

If you’ve ever unearthed a can of Crisco before baking, you’re one of millions of Americans who have, for generations, used it to make cookies, cakes, pie crusts and more.

But for all Crisco’s popularity, what exactly is that thick, white substance in the can?

If you’re not sure, you’re not alone.

For decades, Crisco had only one ingredient, cottonseed oil. But most consumers never knew that. That ignorance was no accident.

A century ago, Crisco’s marketers pioneered revolutionary advertising techniques that encouraged consumers not to worry about ingredients and instead to put their trust in reliable brands. It was a successful strategy that other companies would eventually copy.

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