Jump to navigation Jump to search Not cheese whiz be confused with Belvita. Velveeta is a brand name for a processed cheese product that tastes like an American cheese. It was invented in 1918 by Emil Frey of the “Monroe Cheese Company” in Monroe, New York.
The product was advertised as a nutritious health food. In the 1930s, Velveeta became the first cheese product to gain the American Medical Association’s seal of approval. The name Velveeta was intended to connote a “velvety smooth” edible product. Smoothness and melting ability are promoted as properties that result from reincorporating the whey with the curd. Kraft Foods has marketed Velveeta as an ingredient in chile con queso and grilled cheese sandwiches.
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 real cheese was used in the product at that time. Velveeta Brand History, Accessed December 23, 2010. There is No Shortage of History When it Comes to Velveeta”. Food and Drug Administration to Kraft Foods North America, Inc. Because processed cheese does not separate when melted, it is used as an ingredient in a variety of dishes. Unlike some unprocessed cheeses, heating does not alter its taste or texture. Processed cheese is often sold in blocks, pressurized cans, and packs of individual slices, often separated by wax paper, or with each slice individually wrapped by machine.
In the United Kingdom, processed cheese is typically sold in individually wrapped slices, often referred to as “singles”, or in foil-wrapped portions. Dairylea and The Laughing Cow are leading brands. American cheese is a processed cheese. Pictured here in a single wrapped slice. Kraft applied for the first U. The best known processed cheese in the United States is marketed as American cheese by Kraft Foods, Borden, and other companies.