Baking eventually developed into a commercial industry using automated machinery which enabled more goods to be produced for widespread distribution. In the United States, the baking industry "was built on marketing methods used during feudal times and production techniques developed by the Romans." Some makers of snacks such as potato chips or crisps have produced baked versions of their snack products as an alternative to the usual cooking method of deep frying in an attempt to reduce their calorie or fat content. Baking has opened up doors to businesses such as cake shops and factories where the baking process is done with larger amounts in large, open furnaces.