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Shortening is a semisolid fat used in food preparation, especially baked goods, and is so called because it inhibits the formation of long gluten strands in wheat-based doughs, giving them a "short" texture (as in shortbread). The term "shortening" can be used more broadly to apply to any fat, such as butter, lard, or margarine, used in baking, but as used in recipes it refers to a hydrogenated vegetable oil that is solid at room temperature. Shortening has a higher smoke point than butter and margarine, and it has 100% fat content, compared to 80% for butter and margarine. Crisco, a popular brand, was first produced in 1911. In Ireland and the UK Cookeen is a popular brand.