P&G, rivals hope fake fats bring fat profit

CINCINNATI Procter & Gamble spends more time in the morning withmany Americans than some families spend together for breakfast.

From the time you brush your teeth (Crest), gargle (Scope), washyour face (Ivory), slap on deodorant (Secret), have a cup of coffee(Folger's), clean out the mug (Joy) and change Junior's diapers(Pampers), you most likely have used products made by P & G, thenation's largest seller of household goods.

But P & G has done more than keep America clean. It also hashelped shape the history of fat consumption, and with its currentprojects, may chart the future.

The company revolutionized American biscuits and pie crusts in1911 by …