Miracle Whip

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Miracle Whip
Miraclewhip brand logo.png
2020-02-23 20 13 19 A sample of Miracle Whip in the Parkway Village section of Ewing Township, Mercer County, New Jersey.jpg
Product typeCondiment
OwnerKraft Heinz
Introduced1933; 88 years ago (1933)
Previous ownersKraft Foods, Inc.
Websitekraftheinz.com/miraclewhip

Miracle Whip is a sauce condiment manufactured by Kraft Heinz and sold throughout the United States and Canada. It is also sold by Mondelēz International (formerly also Kraft Foods) as "Miracel Whip" throughout Germany.[1] It was developed as a less expensive alternative to mayonnaise in 1933.[2]

History[edit]

Premiering at the Century of Progress World's Fair in Chicago in 1933, Miracle Whip soon became a success as a condiment for fruits, vegetables, and salads.[3] Its success was bolstered by Kraft's advertising campaign, which included sponsorship of a series of two-hour radio programs. At the end of its introductory period, Miracle Whip was outselling all mayonnaise brands.[2]

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 that blended mayonnaise and less expensive salad dressing, sometimes called "boiled dressing"[4] and "salad dressing spread". The machine, dubbed "Miracle Whip" by Chapman, ensured that the ingredients, including more than 20 spices, were thoroughly blended.[3]

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", and that Crosset sold it to Kraft Foods in 1931 for $300[5] (equivalent to $5,100 in 2020). While stating that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.[3]

Since 1972, Miracle Whip has been sold as Miracel Whip in Germany.[1] It was formerly produced by Kraft Foods, and is now made by Mondelēz International, in Bad Fallingbostel.[citation needed]

Ingredients[edit]

Miracle Whip is made from water, soybean oil, high-fructose corn syrup, vinegar, modified corn starch, eggs, salt, natural flavor, mustard flour, potassium sorbate, spice, and dried garlic.[6]

Advertising[edit]

1948 advertisement

Six Flags announced a new partnership with the Miracle Whip brand in 2009.[7]

In the late 2000s and early 2010s, Miracle Whip attempted to appeal to younger audiences, with Miracle Whip advertising features prominently in the Electronic Arts video game Skate 3, including a dedicated trick, contest, and an achievement called Don't Be So Mayo.[8] Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[9] Television adverts described Miracle Whip as an alternative to "real boring" mayonnaise.[10] Criticism by Stephen Colbert led to Miracle Whip buying ad time on his show, The Colbert Report, and attacking Colbert for being a "mayo lover".[11] This also included publishing an open letter stating the attack was "raising hell, man".[12] Eventually, this advertising was dropped.[citation needed]

In 2018, the town of Mayo, Florida, temporarily changed its name to Miracle Whip as a promotional stunt.[13]

See also[edit]

References[edit]

  1. ^ a b Miracel Whip - Unsere Marke, Mondelēz International, archived from the original on 2013-07-07, retrieved 2013-07-07
  2. ^ a b Andrew F. Smith (2007). The Oxford Companion to American Food and Drink. Oxford University Press, USA. p. 370. ISBN 9780195307962. Retrieved 4 December 2015.
  3. ^ a b c Zeldes, Leah A. (2009-08-25), Miracle Whip: Boon or blech? Fans and foes mix it up, Dining Chicago, retrieved 2009-08-25
  4. ^ Lamb, Ruth deForest (1936). American chamber of horrors: the truth about food and drugs. New York: Farrar & Rinehart, Inc. pp. 162–163. Retrieved 9 May 2012.
  5. ^ Kraft Miracle Whip Salad Dressing, The City of Salem, Illinois, retrieved 2010-05-27
  6. ^ "KRAFT MIRACLE WHIP Dressing Original 30 fl. oz. Jar". Kraft Recipes. Retrieved 14 May 2017.
  7. ^ "Six Flags Announces New Partnership with Miracle Whip", Reuters, 2009-07-08, archived from the original on 2012-09-09, retrieved 2010-05-27
  8. ^ Don't be so Mayo, True Achievements, retrieved 2017-01-22
  9. ^ Hampp, Andrew (2010-03-13), How Miracle Whip, Plenty of Fish Tapped Lady Gaga's 'Telephone', Advertising Age, archived from the original on 2020-08-19, retrieved 2020-08-19
  10. ^ "Miracle Whip Ad Campaign to Spread 'Boring' Mayo Message". Adage.com. Retrieved 17 November 2018.
  11. ^ "The Commercials Miracle Whip Aired During The Colbert Report [video] – Eat Me Daily". Eatmedaily.com. Retrieved 17 November 2018.
  12. ^ "This Miracle Whip Thing Is Getting Out of Hand". Cbsnews.com. Retrieved 17 November 2018.
  13. ^ "Mayo, Florida jokingly changed to "Miracle Whip."". Wctv.tv. Retrieved 2018-08-25.

External links[edit]