Velveeta

From Wikipedia, the free encyclopedia - View original article

Velveeta Cheese Product
Velveeta Cheese.JPG
Country of originUnited States
Region, townMonroe, New York
Source of milkCow
PasteurisedYes
TextureSoft, creamy
Fat content21%
Protein content18%
 
Jump to: navigation, search
Velveeta Cheese Product
Velveeta Cheese.JPG
Country of originUnited States
Region, townMonroe, New York
Source of milkCow
PasteurisedYes
TextureSoft, creamy
Fat content21%
Protein content18%
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 with a texture that is softer and smoother. It was first made in 1908 by Caleb Hommel 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 for its nutrition.[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. Smoothness and meltability are promoted as its iconic properties that result by reincorporating the whey with the curd. The product was spun off into a line of food products based on Velveeta.

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. At one time 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.[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.

Mr T Experience Velveeta, Night shift at the thrill factory - 1988, Rough Trade Records

External links[edit]