In 1911, Procter & Gamble Company of Cincinnati, Ohio, introduced Crisco, a hydrogenated shortening to provide an economical alternative to animal fats and butter. To emphasize the purity of the product within, the Crisco can came inside an additional, removable over-wrap of white paper. Crisco, the first solidified shortening product made entirely of vegetable oil, was the result of hydrogenation, a new process which produced shortening that would stay in solid form year-round, regardless of temperature.