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.

[Illustration]