During the period of 1911 to 1923, Crisco gained popularity as it was perceived as a cost-efficient and comparatively "pure" substitute for animal fat and butter. It remained popular in the 80s and 90s as it was considered a healthier alternative to saturated fats such as lard. But, nowadays, people are moving more towards diets including moderate saturated fat from natural sources rather than refined hydrogenated vegetable oil.