Make It Better, Make It Flaky
Crisco (crisco.com) scores 81 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Food & Beverage brands, in the 83rd percentile of 13613 Food & Beverage brands.
Crisco is a brand of plant-based cooking oils, shortenings, and sprays introduced in 1911 as the first shortening made from vegetable oils and oil seeds. It is marketed to home cooks and bakers for frying, baking, and general food preparation, with a reputation built around pie crusts, fried foods, and frosting. The brand positions itself as the original and trusted leader in plant-based shortening, often referred to as 'the Pie People.'
| Brand Name | Crisco |
|---|---|
| Domain | crisco.com |
| Industry | Food & Beverage |
| Founded | 1911 |
| Main Competitors | Wesson (78/100), Mazola (82/100), Spectrum Naturals (76/100), Earth Balance (67/100), Pam Cooking Spray (66/100) |
Moz Domain Authority 55/100 vs category average 42 / leader 93 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Since its introduction in 1911, Crisco has revolutionized the way food is prepared and how it tastes. The first shortening product made of plant-based oils and oil seeds,…" (Meta description: 31 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, WordPress, Ghost.
Social footprint: verified profiles on Facebook, Instagram, YouTube, GitHub; no detected presence on X (Twitter), LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked November 2026.
When asked "What is Crisco?", Claude could identify the brand as of November 2026. Crisco is an American brand of shortening and cooking oils, originally made from hydrogenated vegetable oil, that has been a staple baking and frying product in US kitchens since 1911. Best known for Being the original all-vegetable shortening, famous for flaky pie crusts and fried chicken.
When asked "Best brands similar to Crisco?", Claude would recommend Crisco as of November 2026. It's one of the most iconic and widely used shortening brands, so it naturally comes up when discussing baking fats or cooking oils.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Crisco's main competitors in Food & Beverage: Wesson (78/100), Mazola (82/100), Spectrum Naturals (76/100), Earth Balance (67/100), Pam Cooking Spray (66/100).
Sources: Brand Analyzer scan
Crisco offers plant-based cooking oils, shortenings, and cooking sprays intended for frying, baking, and general food preparation.
Sources: Crisco official site
Crisco is a brand of plant-based shortening, cooking oils, and sprays that was introduced in 1911 as the first shortening made entirely from vegetable oils and oil seeds. It is a trademark used for a line of cooking fat products aimed at home cooks and bakers.
Sources: Crisco official site
Crisco has limited AI-search visibility, scoring 43/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 56, recommendation 61). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Crisco official site
Crisco produces and markets plant-based cooking shortenings, oils, and sprays designed for frying, baking, and everyday meal preparation. Its products are used to make items such as pie crusts, fried foods, and frostings.
Sources: Crisco official site
Crisco scores 61/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Food & Beverage options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Crisco official site
Crisco is known for being the first plant-based shortening, introduced in 1911, and for its long association with baking, particularly pie crusts-earning it the nickname 'the Pie People.' It is also recognized for its role in frying and making frostings fluffier.
Sources: Crisco official site
Crisco can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Crisco official site
Crisco is used by home cooks and bakers seeking reliable, versatile cooking fats for tasks like frying, baking pies, and making frosting.
Sources: Crisco official site
Crisco's popularity stems from its status as the original plant-based shortening, introduced in 1911, and its long-standing reputation for producing flakier pie crusts, crispier fried foods, and fluffier frosting. Its versatility across baking and frying applications has made it a staple in many kitchens.
Sources: Crisco official site
Crisco scores 43/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Crisco has a limited AI-visibility profile at 43/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (61/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 55/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data. In a live check, Claude could already identify Crisco from memory (November 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Crisco: Cretors (81/100), Crescent Foods (81/100), Culinary Agents (81/100), Cultures for Health (81/100).
A step up - brands to learn from: Vivino (91/100), Thrillist (91/100).
Category leader: Target (97/100).
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