More than 100 years ago, a new product hit the shelves that shook up the way the country did things in the kitchen. A lot has changed since then, but Crisco®is still the original all-vegetable shortening that Grandma used to make her perfect pie crust.
1911 - 1923
In 1911, Crisco—the first-ever shortening made entirely of vegetable oil—was born. Clad in pristine white-paper overwrap, Crisco was seen as a more “pure” and economical alternative to animal fat and butter.
Soon after our first print and radio ads debuted, products flew off of the shelves. The first Crisco cookbook taught Americans all of the innovative ways Crisco could be used—from baking to frying. And so, a cooking revolution was born.
1942 - 1949
After 30 years of sporting tin packaging, Crisco made the patriotic switch to glass, to help conserve metal during World War II.
In 1949, just as TVs were at the peak of popularity, our first television ad aired, showcasing the delicious difference of pie crust made with Crisco.
In 1981, to better serve our butter-loving friends, we introduced a butter-flavored version of our classic shortening.
A decade later, we catered to our bakers by offering our shortening in convenient, easy-to-measure baking sticks.
Just in time for the 21st century, Crisco made its debut on the World Wide Web.
Over the past decade and a half, as part of The J.M. Smucker Company, we’ve continued to evolve our brand and improve our products—like in 2007 when our shortening became 0g trans fat per serving.
But we’ll always be the original—all-vegetable shortening that transformed the way Americans cook and bake.