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{{Short description|Pasteurized prepared cheese product
{{distinguish|Belvita}}
{{Use mdy dates|date=March 2019}}
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| image_size = 200
| caption =
| producttype = [[
| currentowner = [[Kraft Heinz]]
| producedby = [[Kraft Foods]]
| country = [[United States|U.S.]]
| introduced = {{start date and age|1918}}
| discontinued =
| related =
| markets =
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| trademarkregistrations =
| tagline =
| website = {{url|https://www.
| module = <!-- or: misc -->
| module1 = <!-- or: misc1 -->
}}
'''Velveeta''' is a [[brand]] name for a [[
==
In 1888, the new owners of the Monroe Cheese Co., Adolphe Tode and Ferdinand Wolfe, hired former Neuesswanders Cheese Factory’s cheesemaker Emil Frey. While they would see success with one of Frey’s creations, [[Liederkranz cheese]], they still ultimately fell into financial problems resulting in the foreclosure of the property. In 1891, Jacob Weisl purchased the company from the Goshen Savings Bank. Weisl set up a second factory in Covington, Pennsylvania, that made mostly Swiss cheese. He would have the broken pieces of cheese sent up to Monroe hoping to find a way to prevent the waste. It was during this time that Frey began taking broken pieces of cheese back to his house where he spent two years working on a process to make use of them. In 1918 he had his breakthrough, mixing cheese byproducts with the broken cheese bits to form a cheese blend that would become known as Velveeta. The name ''Velveeta'' was intended to connote a "velvety smooth" product.<ref>{{cite web|last1=Geiling|first1=Natasha|title=There is No Shortage of History When it Comes to Velveeta|url=http://www.smithsonianmag.com/arts-culture/there-is-no-shortage-history-when-it-comes-velveeta-180949312|website=smithsonianmag.com|publisher=Smithsonian Magazine|access-date=October 18, 2014}}</ref>
In the 1930s, Velveeta became the first cheese product to gain the [[American Medical Association]]'s seal of approval.<ref name="Velveeta Brand History">[https://web.archive.org/web/20081220173959/http://brands.kraftfoods.com/Velveeta/VelveetaFlashHistory Velveeta Brand History], Accessed December 23, 2010.</ref> It was reformulated in 1953 as a "[[cheese spread]]",<ref name="Velveeta Brand History"/> but as of 2002, Velveeta is labeled in the United States as a "pasteurized prepared cheese product".<ref>{{Cite news|url=http://mentalfloss.com/article/68222/14-cheesy-facts-about-velveeta|title=14 Cheesy Facts About Velveeta|date=April 6, 2016|access-date=November 8, 2017|language=en}}</ref><ref name="Tunick2013">{{cite book|author=Michael H. Tunick|title=The Science of Cheese|url=https://books.google.com/books?id=Zco8BAAAQBAJ&pg=PA161|date=November 27, 2013|publisher=Oxford University Press|isbn=978-0-19-992231-4|pages=161–}}</ref>▼
▲In the 1930s, Velveeta became the first cheese product to gain the [[American Medical Association]]'s seal of approval.<ref name="Velveeta Brand History">[https://web.archive.org/web/20081220173959/http://brands.kraftfoods.com/Velveeta/VelveetaFlashHistory Velveeta Brand History], Accessed December 23, 2010.</ref> It was reformulated in 1953 as a "[[cheese spread]]",<ref name="Velveeta Brand History"/> but as of 2002, Velveeta is labeled in the United States as a "pasteurized prepared cheese product".<ref>{{Cite news|url=http://mentalfloss.com/article/68222/14-cheesy-facts-about-velveeta|title=14 Cheesy Facts About Velveeta|date=April 6, 2016|access-date=November 8, 2017|language=en}}</ref><ref name="Tunick2013">{{cite book|author=Michael H. Tunick|title=The Science of Cheese|url=https://books.google.com/books?id=Zco8BAAAQBAJ&pg=PA161|date=November 27, 2013|publisher=Oxford University Press|isbn=978-0-19-992231-4|pages=161–}}</ref>
==Ingredients==
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| certification = <!-- Certification [[protected designation of origin|PDO]] [[1992]] -->
}}
Kraft Foods lists Velveeta's ingredients as: [[milk]], [[water]], [[whey]], [[milk protein concentrate]], [[milkfat]], [[whey protein concentrate]], [[sodium phosphate]], and 2% or less of [[salt]], [[calcium phosphate]], [[lactic acid]], [[sorbic acid]], [[sodium citrate]], [[sodium alginate]], [[enzyme]]s, [[apocarotenal]], [[annatto]], and [[cheese culture]].<ref>{{Cite web|url=http://www.kraftrecipes.com/products/velveeta-2-pasteurized-prepared-2229.aspx|title=Products}}</ref>{{dead link|date=February 2024}}
== Classification as a pasteurized prepared cheese product ==
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== Marketing and advertising ==
Kraft Foods has marketed Velveeta as an ingredient for [[chile con queso]] and grilled [[cheese sandwich]]es.<ref>{{cite web|url=http://www.kraftrecipes.com/velveeta/famous-queso-dip-51301.aspx|title=Kraft Foods|access-date=December 1, 2016}}</ref><ref>{{cite web|url=http://www.kraftrecipes.com/velveeta/grilled-cheese-apples-bacon-115790.aspx|title=Kraft Foods|access-date=December 1, 2016}}</ref> It is
In the 1980s, Velveeta used the advertising jingle, "[[Colby cheese|Colby]], [[Swiss cheese (North America)|Swiss]] and [[Cheddar cheese|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.<ref>{{cite web | url =https://www.youtube.com/watch?v=ecoBoeyjoL4#t=07s | title = Velveeta Cheese Spread (YouTube) | website = [[YouTube]] | access-date = January 6, 2012 }}</ref>
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* [[Velveeta Shells & Cheese]]
* [[Convenience food]]
==References==
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