Miracle Whip
Miracle Whip is a white salad dressing and sandwich spread manufactured by Kraft Foods, sold throughout the United States and Canada. It is often used as an alternative to mayonnaise in recipes, although it is sweeter and has additional ingredients.
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[edit] History
In 1933 Kraft developed a new dressing similar to mayonnaise, but as a less expensive alternative. Premiering at the Century of Progress World's Fair in Chicago in 1933, Miracle Whip was an instant success as a condiment on fruits, vegetables and salads.[1]
According to Kraft archivist Becky Haglund Tousey, Kraft developed the product in-house using a patented "emulsifying machine" (invented by Charles Chapman) to create a product blending mayonnaise products and less expensive salad dressing. The machine (dubbed "Miracle Whip" by Chapman) ensured that the ingredients (including more than 20 different spices) could be thoroughly blended.[1]
However, another story claims that Miracle Whip was invented in Salem, Illinois, at Max Crosset's Cafe, where it was called "Max Crossett's X-tra Fine Salad Dressing". Crosset sold it to Kraft Foods in 1931 for $300[2] (approximately $4,471.28 in 2011).[3] While admitting that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.[1]
[edit] Popularity
Miracle Whip is often copied by private label packagers and other mayonnaise producers. Since the Miracle Whip name is trademarked, these copies are generally sold under names like "Salad Dressing".
[edit] Advertising
Six Flags announced a new partnership with the Miracle Whip brand in 2009.[4]
Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[5]
Miracle Whip advertising features prominently in the Electronic Arts video game Skate 3 for Xbox 360 and PlayStation 3 including a dedicated trick, contest, and an achievement/trophy called Don't Be So Mayo.
[edit] See also
- Salad cream, a British mayonnaise substitute
[edit] References
- ^ a b c Zeldes, Leah A. (2009-08-25), Miracle Whip: Boon or blech? Fans and foes mix it up, Dining Chicago, http://blog.diningchicago.com/2009/08/25/miracle-whip-boon-or-blech/, retrieved 2009-08-25
- ^ Kraft Miracle Whip Salad Dressing, The City of Salem, Illinois, http://www.salemil.us/Pages/SalemIL_About/kraft, retrieved 2010-05-27
- ^ US Department of Labor Inflation calculator, http://data.bls.gov/cgi-bin/cpicalc.pl, retrieved 2006-09-03
- ^ "Six Flags Announces New Partnership with Miracle Whip", Reuters, 2009-07-08, http://www.reuters.com/article/pressRelease/idUS115800+08-Jul-2009+PRN20090708, retrieved 2010-05-27
- ^ Hampp, Andrew; Bryson York, Emily (2010-03-13), How Miracle Whip, Plenty of Fish Tapped Lady Gaga's 'Telephone', Advertising Age, http://adage.com/madisonandvine/article?article_id=142794, retrieved 2010-05-27
[edit] External links
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