12 Things You Need To Know Before You Eat Velveeta
1. It was created to make use of broken cheese wheels.
In the early 1900s, Monroe Cheese Company wanted to salvage its Swiss cheese wheels that were either broken or misshapen. So it enlisted the help of Emil Frey, a Swiss immigrant who tinkered with the scraps until discovering he could melt them together and add byproduct like whey until they melded back together in a velvety consistency.
2. Kraft took over in 1927.
Velveeta operated as a independent company in Monroe, NY until the food giant—which was already producing its own processed cheese products—purchased it.
3. It's essentially had the same logo for 50 years.
In 1961, the iconic oval logo was introduced and has more or less remained the same ever since.
4. Original commercials claimed it was nutritious.
Smart albeit sly marketers decided that adding whey made the cheese healthier and more nutritious and "highly nourishing" for "weight-watching moms" and "growing youngsters." Other TV spots played up its "rich yet mild" flavor, which appealed to the masses and spiked its popularity.
5. It was one of the first foods to get the American Medical Association's approval.
In 1931 the AMA cited that Velveeta's nutritional value built "firm flesh."
6. Velveeta had an identity crisis in the 1950s.
When Kraft debuted pre-sliced cheese in the '50s, it had to do some damage control. To avoid internal competition, the company rebranded Velveeta as a dip and sauce.
7. Its first recipes weren't necessarily delish.
Early advertisements told moms to whip up a cheese sauce with 1/2 pound of Velveeta and 1/4 cup milk, then pour it over toasted sandwiches of peanut butter and pickles.
8. The formula has totally changed.
Originally Velveeta was made from real cheese. Today, it's mainly whey protein concentrate, milk protein concentrate, milk, fat, and preservatives. By the Food and Drug Administration's standards, that's not real cheese—which is why the FDA forced Kraft to change its label from "cheese spread" to "cheese product."
9. It has a cheesy nickname.
If you're a dedicated fan, then you know Velveeta as "Liquid Gold."
10. Velveeta and RO*TEL have a long history together.
In the 1970s, the first recipe calling for both the cheese spread and diced tomato-chile combination was published. And that famous queso dip is still used today, especially at football and tailgating parties.
11. The mac and cheese has been around since the '70s.
Velveeta Shells and Cheese became an instant hit from Kraft since they were introduced to store shelves back in 1978.
12. Mini blocks are made for quick and easy dinners.
The brand just debuted a line of smaller-portion squares that can be used to cook up stuffed sliders and loaded baked potatoes.
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