Velveeta is a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

name for a

processed cheese Processed cheese (also known as process cheese, cheese food, prepared cheese, cheese product, or plastic cheese) is a food product made from cheese and unfermented dairy ingredients mixed with emulsifiers. Additional ingredients, such as vegeta ...

product similar to

American cheese Modern American cheese is a type of processed cheese developed in the 1910s made from cheddar, Colby, or similar cheeses. It is mild with a creamy and salty flavor, has a medium-firm consistency, and has a low melting point. It is typically yel ...

. It was invented in 1918 by Emil Frey of the "Monroe Cheese Company" in Monroe,

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

. In 1923, "The Velveeta Cheese Company" was incorporated as a separate company. In 1925, it advertised two varieties, Swiss and American. The firm was purchased by

Kraft Foods Inc. Kraft Foods Inc. was a Multinational corporation, multinational confectionery, food and beverage conglomerate (company), conglomerate. It marketed many brands in more than 170 countries. 12 of its brands annually earned more than $1 billion wor ...

in 1927.

Overview

In the 1930s, Velveeta became the first cheese product to gain the American Medical Association's seal of approval.Velveeta Brand History
Accessed December 23, 2010. It was reformulated in 1953 as a " cheese spread", but as of 2002 Velveeta must be labeled in the United States as a " pasteurized prepared cheese product." The name ''Velveeta'' was intended to connote a "velvety smooth" edible product. Smoothness and melting ability are promoted as properties that result from reincorporating the whey with the curd. The brand has been expanded into a line of products including cheesy bites, macaroni and cheese, and cheesy skillets.

Ingredients

Kraft Foods lists Velveeta's ingredients as: milk, water, whey, milk protein concentrate, milkfat, whey protein concentrate, sodium phosphate, and 2% or less of salt, calcium phosphate, lactic acid, sorbic acid, sodium citrate, sodium alginate, enzymes, apocarotenal, annatto, and

cheese culture A fermentation starter (called simply starter within the corresponding context, sometimes called a mother) is a preparation to assist the beginning of the fermentation process in preparation of various foods and alcoholic drinks. Food groups wh ...

Classification as a cheese product

In 2002, the FDA issued a warning letter to Kraft that Velveeta was being sold with packaging that described it as a "pasteurized process cheese spread", which the FDA claimed was false because the product listed milk protein concentrate (MPC) in its ingredients. Velveeta is now sold in the US as a "pasteurized prepared cheese product","What Is 'Real Kraft Cheese'?"
''Chicago Business'', February 5, 2007. Accessed February 3, 2008. a term for which the FDA does not maintain a standard of identity, and which therefore may contain milk protein concentrate.

Marketing and advertising

Kraft Foods has marketed Velveeta as an ingredient in chile con queso and grilled cheese sandwiches. It is currently sold in the United States, Canada, Panama, Hong Kong, the Philippines, and South Korea. In the 1930s and 1940s, it was sold in the United Kingdom and Germany as "Velveta". In the 1980s, Velveeta used the advertising jingle, " Colby,

Swiss Swiss may refer to: * the adjectival form of Switzerland * Swiss people Places * Swiss, Missouri * Swiss, North Carolina *Swiss, West Virginia * Swiss, Wisconsin Other uses *Swiss-system tournament, in various games and sports *Swiss Internation ...

and Cheddar, blended all together" in its US television commercials to explain its taste and texture because real cheese was used in the product at that time.

References

External links