Crisco

What Crisco does

Crisco is a U.S. consumer packaged goods brand founded in 1911, originally introduced as the first shortening made entirely of vegetable oil and positioned as a more economical alternative to animal fat and butter. The brand is owned by B&G Foods, Inc. (NYSE: BGF), a publicly traded packaged foods company headquartered in Parsippany, New Jersey, and operates as one brand within B&G Foods' broader portfolio. Crisco sells all-vegetable shortening (in tubs, baking sticks, and butter-flavor variants), cooking oils (vegetable, canola, corn, and a soybean-peanut frying blend), and no-stick cooking sprays (original, butter-flavor, olive oil, and a professional grill formula under the Crisco Professional sub-brand). The underlying technology is a proprietary all-vegetable formulation combining soybean oil, fully hydrogenated palm oil, palm oil, mono and diglycerides, and antioxidants (TBHQ, citric acid), which delivers 50% less saturated fat than butter and contains ALA Omega-3.

The company serves U.S. home cooks and bakers as its primary customer segment, addressing use cases in baking pies, cookies, cakes, and pastries, frying proteins and vegetables, and general meal preparation. Products are distributed through major U.S. supermarket chains, mass merchandise retailers, warehouse clubs, and convenience stores, with a 'Where to Buy' locator on Crisco.com. Marketing is content-driven: the brand maintains a recipe library on Crisco.com, a dedicated baking-education site at BakingAtHome.com, active profiles on Facebook, X, Pinterest, and Instagram, and an email newsletter that promotes seasonal recipe collections.

Crisco's business model is standard consumer packaged goods: one-time product sales through third-party retail channels with revenue collected by the parent company, B&G Foods. Pricing is not publicly disclosed and varies by retailer and package size, with SKUs available across multiple can and bottle sizes. The brand has no software, API, or AI components; its competitive position rests on formulation heritage, brand recognition, and retail distribution rather than technology differentiation. Geographic footprint is U.S.-only with no disclosed international expansion, and Crisco operates without independent funding, subsidiaries, or partnerships disclosed in the source material.

Name

Crisco

Legal name

Crisco (Brand of B&G Foods, Inc.)

Website

https://crisco.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

1–10 employees

Short description

Crisco is a heritage U.S. consumer packaged goods brand selling all-vegetable shortening, cooking oils, and no-stick cooking sprays to home cooks and bakers through retail grocery and mass merchandise channels. Founded in 1911, the brand operates as part of B&G Foods, Inc.'s portfolio.

Ownership category

akta.pro rank

Product category

Cooking Oils & Shortenings

NAICS

Food Manufacturing (311)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADAAAD

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Food & Beverage (Packaged)

Keywords

• Vegetable shortening
• Cooking oils
• Baking products
• Cooking sprays
• Consumer packaged foods

Headquarters

HQ city

Orrville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Consumer Packaged Goods Sales: Direct sales of shortening, cooking oils, and cooking sprays through retail grocery and mass merchandise channels. Revenue generated from product sales to consumers via supermarket chains, warehouse clubs, and convenience stores.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Crisco manufactures and sells a family of cooking and baking products under its heritage brand, including all-vegetable shortening (in tub, baking sticks, and butter-flavor variants), cooking oils (vegetable, canola, corn, and frying blend), and no-stick cooking sprays (original, butter-flavor, olive oil, and professional grill formulas). The products are sold to home cooks and bakers through retail grocery, mass merchandise, warehouse club, and convenience store channels across the United States.

Product overview

Crisco is a family of cooking and baking products that includes all-vegetable shortening (available in tub, baking sticks, and butter flavor variants), cooking oils (vegetable, canola, corn, and frying blend), and no-stick cooking sprays (original, butter-flavor, olive oil, and professional grill formulas). The core product line centers on all-vegetable shortening, which was first introduced in 1911 as the first shortening made entirely of vegetable oil. The products serve baking, frying, and cooking applications across home kitchens, with an emphasis on providing flaky pie crusts, crispy fried foods, and fluffy baked goods. Available in multiple formats including standard tubs, pre-measured baking sticks, and various cooking spray can sizes.

Differentiator

Problem solved

Functional benefit

Brands

• Crisco Professional: Professional-grade cooking spray products including Grill Master No-Stick Grill Spray.

Products and services

• All-Vegetable Shortening The original all-vegetable shortening in a blue tub, used for baking, frying, and cooking. Contains 50% less saturated fat than butter and is an excellent source of ALA Omega-3 fatty acid. Targeted at home cooks and bakers.
• All-Vegetable Shortening Baking Sticks Easy-to-measure baking sticks format of the classic all-vegetable shortening, with each stick equal to 1 cup. Available in 6.7 oz single stick and 20 oz three-stick packages. For home bakers.
• Butter Flavor All-Vegetable Shortening All-vegetable shortening with added butter flavor for cooks and bakers who want the benefits of shortening with rich, buttery taste. Sold in tub format.
• Butter Flavor All-Vegetable Shortening Baking Sticks Butter-flavored shortening in convenient baking stick format combining the benefits of shortening, the convenience of sticks, and butter flavor. For home bakers.
• Pure Vegetable Oil Versatile cooking oil made from soybeans with a light taste that lets food flavor shine through. Suitable for cooking, frying, baking, and dressings. Contains 1000mg of ALA per serving. For home cooks.
• Pure Canola Oil Flavorless, versatile oil with light texture made from canola seeds. Naturally lowest in saturated fat among vegetable oils, with no cholesterol and no additives or preservatives. Contains 1200mg of ALA per serving.
• Pure Corn Oil Multi-use cooking oil that adds flavor to foods, particularly suited for Mexican and Southwest-inspired dishes. Cholesterol-free with 14g total fat per serving. For home cooks.
• Frying Oil Blend Ideal frying blend of soybean and peanut oils designed to fry a range of foods from fish and French fries to turkeys and tofu. For home cooks focused on frying applications.
• Butter-Flavor No-Stick Cooking Spray No-stick cooking spray made with canola oil that adds rich butter flavor to foods. Fat-free cooking spray in 6 oz can. For home cooks and bakers.
• Original No-Stick Cooking Spray The original alcohol-free no-stick cooking spray made with 100% canola oil for easy food release and cleanup. For home cooks and bakers.
• Olive Oil No-Stick Cooking Spray No-stick cooking spray made with extra virgin olive oil that adds subtle olive oil flavor to foods. Alcohol-free, available in 5 oz can. For home cooks.
• Crisco Professional Grill Master No-Stick Grill Spray Professional-grade no-stick grilling spray under the Crisco Professional sub-brand, providing easy no-stick grilling results. Fat-free cooking spray in 12 oz can. Targeted at grill masters and grilling enthusiasts.

Quantifiable outcome

• 50% Less Saturated Fat than Butter - Crisco Shortening: 3.5g saturated fat per tablespoon vs Butter: 7g per tablespoon
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Duncan Hines: Duncan Hines is a direct competitor in baking supplies (cake mixes, frostings, brownie mixes) and historically carried a baking-shortening line, competing for the same home-baker occasions as Crisco's all-vegetable shortening.
• Wesson: Wesson is a competing cooking-oil brand (vegetable/canola oils) sold in the same aisle as Crisco's oils. Both target home cooks for frying, baking, and everyday cooking with similar SKU formats.
• Pillsbury: Pillsbury competes head-to-head with Crisco in the baking-ingredient aisle, including baking mixes, frostings, and refrigerated dough — all of which overlap with the use cases Crisco's shortening is designed for. Both brands are household names anchored by recipe-driven marketing.
• PAM Cooking Spray: PAM is the dominant US no-stick cooking-spray brand and competes directly with Crisco's No-Stick Cooking Sprays (original, butter, olive oil variants). Same product category, same shelf set, same shopper.
• Smart Balance: Smart Balance markets heart-health-positioned spreads, buttery spreads, and cooking products that overlap with Crisco's reduced-saturated-fat positioning and compete for the same health-conscious home cook.
• Mazola: Mazola's corn oil and cooking-oil range directly overlaps Crisco's Pure Corn Oil and Pure Vegetable Oil SKUs in the same grocery-set baking/frying occasions. Comparable product format and shelf placement.

Emerging players

• Baker's Joy: Baker's Joy is a baking-release spray combining flour and no-stick spray, competing with Crisco's No-Stick Cooking Sprays specifically in the pan-prep step before baking — a niche but direct overlap.
• Earth Balance: Earth Balance targets plant-based and vegan consumers with buttery spreads and shortenings, directly contesting Crisco on the 'no dairy/plant-based shortening' occasion for a growing consumer segment.

Broad incumbents

• Land O'Lakes: Land O'Lakes is a large established dairy-cooperative incumbent whose butter, margarine, and cooking products compete with Crisco for baking occasions. A wider portfolio across dairy categories rather than a shortening/spray specialist.
• Challenge Butter: Challenge Butter is a major butter brand that competes as the incumbent alternative to Crisco shortening in baking applications (pie crusts, cookies), with broad foodservice and retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crisco
• Facebookfacebook.com/Crisco
• Instagraminstagram.com/crisco
• Pinterestpinterest.com/crisco
• LinkedInlinkedin.com/company/crisco

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crisco