The brothers are also thinking of putting the Crisco name on a fat-free cooking oil of Smucker's called Baking Healthy.

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William Wrigley started out selling baking powder, and he thought that including a free pack of chewing gum would help.

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Now baking some 8, 000 to 10, 000 oil- and preservative-free cupcakes each week (a second location has recently been added uptown), quality remains uncompromised by quantity as he sticks firm to his philosophy of same-day baked desserts with the sponge made strictly with real milk, sugar, cream and butter.

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