Velveeta

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Velveeta Cheese Product
Velveeta Cheese.JPG
Country of origin United States
Region, town Monroe, New York
Source of milk Cow
Pasteurised Yes
Texture Soft, creamy
Fat content 21%
Protein content 18%
A bacon cheeseburger with melted Velveeta

Velveeta is the brand name of a processed cheese product having a taste that is identified as a type of American cheese, but with a softer and smoother texture than cheese. As a result, when melted/heated, Velveeta maintains a fully integrated, even, clump-free liquid texture -- the opposite of what results when cheese is melted or cooked at high heat. It was invented in 1918 by Emil Frey of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company, and was sold to Kraft Foods in 1927. The product was advertised at the time as an allegedly nutritious health food.[1] According to Kraft's website, in the 1930s, Velveeta became the first cheese product to gain the American Medical Association's seal of approval.[2] It was reformulated in 1953 as a cheese spread.[2] Velveeta is labeled in the United States as a "Pasteurized Recipe Cheese Product" (see processed cheese). The name "Velveeta" is intended to connote a velvety smooth edible product[citation needed]. Smoothness and melting ability are promoted as its properties that result by reincorporating the whey with the curd. The brand has also been successfully spun-off into a varied, Velveeta-based product line.

Use[edit]

One of the most popular uses for Velveeta is as the base in queso dip.[3] Other popular uses for Velveeta include grilled cheese sandwiches and filler for macaroni and cheese sauce.[3]

Ingredients[edit]

Milk, water, milkfat, whey, milk protein concentrate, whey protein concentrate, sodium phosphate; contains less than 2% of: salt, calcium phosphate, lactic acid, sorbic acid as a preservative, sodium alginate, sodium citrate, enzymes, apocarotenal (color), annatto (color), and cheese culture.[4]

Marketing and advertising[edit]

Velveeta is currently sold in the United States, Canada, Hong Kong, Philippines, and South Korea. In the 1930s and 1940s, it was sold in the United Kingdom and in Germany (as "Velveta").[5]

In the 1980s, Velveeta used the advertising jingle, "Colby, Swiss and Cheddar, blended all together" in its US television commercials to explain its taste and texture, because at that time genuine cheese was used in its recipe.[6]

Classification[edit]

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",[7] which the FDA claimed was misbranded because the product declared milk protein concentrate (MPC) in its ingredients listing. Velveeta is now sold in the US as a "Pasteurized Prepared Cheese Product",[8] a term for which the FDA does not maintain a standard of identity, and which therefore may contain MPC.

As is the case with most processed cheeses, the manufacturer recommends Velveeta be refrigerated after opening.

See also[edit]

References[edit]

  1. ^ Wyman, Carolyn Better than Homemade:Amazing Food that Changed the Way We Eat Quirk Books 2004
  2. ^ a b Velveeta Brand History, Accessed 23 December 2010.
  3. ^ a b "Kraft Foods". Retrieved 2012-10-21. 
  4. ^ "Kraft Foods product and nutrition information". Retrieved 2012-08-21. 
  5. ^ "Ciao! price comparison site". Retrieved 2010-04-04. 
  6. ^ "Velveeta Cheese Spread (YouTube)". Retrieved 2012-01-06. 
  7. ^ WARNING LETTER CHI-6-03, U.S. Food and Drug Administration to Kraft Foods North America, Inc. 18 December 2002. Accessed 9 February 2010.
  8. ^ "What Is 'Real Kraft Cheese'?", Chicago Business, February 5, 2007. Accessed 3 February 2008.

External links[edit]