Frederic Melton
Velveeta is a brand name for a processed cheese product, similar to American cheese. It was invented in 1918 by master cheesemaker Emil Frey of the Monroe Cheese Company in Monroe, New York. The company was later incorporated separately as the Velveeta Cheese Company in 1923 and was purchased by Kraft Foods Inc. in 1927. Today, Velveeta is produced in New Ulm, Minnesota, and sold in the US as a pasteurized prepared cheese product, a term not defined by the FDA.
| Characteristics | Values |
|---|---|
| Place of origin | Monroe, New York |
| Current production location | New Ulm, Minnesota |
| Manufacturer | Kraft Heinz |
| Markets | US, Canada, Panama, Hong Kong, the Philippines, and South Korea |
| Former markets | UK and Germany |
| Former production locations | Albany, Minnesota |
| Former owner | Monroe Cheese Company |
| Inventor | Emil Frey |
| Year invented | 1918 |
| Year incorporated | 1923 |
| Year purchased by Kraft Foods Inc. | 1927 |
| Ingredients | Milk, canola oil, whey, milk protein concentrate, milkfat, whey protein concentrate, sodium phosphate, salt, calcium phosphate, lactic acid, sorbic acid, sodium citrate, sodium alginate, enzymes, apocarotenal, annatto, and cheese culture |
| Classification | Pasteurized prepared cheese product |
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What You'll Learn
Kraft Heinz's New Ulm, Minnesota facility
The New Ulm plant employs 400 people and manufactures Kraft Heinz's signature gooey cheese product, Velveeta, as well as sliced cheese for Lunchables. Other products made at this facility include Kraft's Deli Deluxe cheese slices and Cheez Whiz for foodservice customers. In addition to cheese, the New Ulm facility also produces poultry and frozen food products through its subsidiary, Tony Downs Foods. Their product line includes frozen marinated chicken, refrigerated chicken, frozen custom seasoned chicken, premium canned white chicken, and turkey.
Kraft Heinz's presence in New Ulm dates back over 60 years, and the company has shown its commitment to the community through significant investments. In 2017, they brought back retail Velveeta production to New Ulm with a $100 million investment, ensuring the city's role in supplying cheese products to the nation. While Wisconsin is known for its "real cheese," Minnesota has carved out a niche for itself in the production of processed cheese products like Velveeta, which is now sold as a pasteurized prepared cheese product rather than a cheese spread due to its ingredients.
The New Ulm facility is just one of Kraft Heinz's manufacturing facilities in southern Minnesota. The company's portfolio includes well-known brands such as Oreo, Nabisco, Milka/Cadbury chocolates, and Philadelphia cream cheeses, among others. Kraft Foods Inc. is listed on major stock market indices such as the Dow Jones Industrial Average and the Standard & Poor's 500. The New Ulm plant's contributions to Kraft Heinz's operations showcase the importance of this particular facility within the company's broader portfolio.
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Not considered real cheese
While Velveeta may look, smell, and taste like cheese, it is not considered "real cheese". In the United States, it is labelled as a "pasteurized prepared cheese product", a term that is not defined by the FDA.
Velveeta was originally made from real cheese, specifically the runoff waste from imperfect cheese wheels. However, today, it is made from substances including whey protein concentrate, milk protein concentrate, milk, fat, preservatives, modified starch, canola oil, and cheese culture. This means that by the Food and Drug Administration's standards, it is not real cheese.
In 2002, the FDA issued a warning letter to Kraft, stating that Velveeta was being sold with packaging that falsely described it as a "pasteurized process cheese spread". The product listed milk protein concentrate (MPC) in its ingredients, which meant it no longer fit any of the FDA's cheese-related definitions. As a result, Kraft was forced to change its label from "cheese spread" to "cheese product".
Despite not being considered real cheese, Velveeta is still widely consumed and used in various dishes such as queso dips, mac n' cheese, and grilled cheese sandwiches. It is also marketed as gluten-free and safe for those with gluten intolerances or allergies.
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Sold in the US, Canada, Panama, Hong Kong, the Philippines, and South Korea
Velveeta is a brand name for a processed cheese product similar to American cheese. It was invented in 1918 by Swiss-born cheese maker Emil Frey of the Monroe Cheese Company in Monroe, New York. In 1927, the company was purchased by Kraft Foods Inc.
While it is no longer an FDA-defined genuine cheese, Velveeta does have some similarities to cheese, including pasteurized milk and cheese culture. It also contains whey, canola oil, milk protein concentrate, modified starch, salt, and other additives for preservation, colour, and texture.
Velveeta is currently produced in a Kraft Heinz plant in New Ulm, Minnesota, which employs 400 people. The plant first opened in 1955 and was, at one point, the largest processed cheese facility in North America. Kraft Heinz has made significant investments in the plant in recent years, including a $100 million investment in 2017 to bring consumer Velveeta production back to New Ulm.
Velveeta is sold in the US, Canada, Panama, Hong Kong, the Philippines, and South Korea. In the 1930s and 1940s, it was also sold in the United Kingdom and Germany under the name "Velveta". In the US, it is marketed as an ingredient for chile con queso and grilled cheese sandwiches.
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Invented in Monroe, New York
Velveeta is a brand name for a processed cheese product similar to American cheese. It was invented in 1918 by master cheesemaker Emil Frey, who was born in Switzerland in 1867 and immigrated to the United States with his father. Frey was hired by the Monroe Cheese Company in Monroe, New York, in 1888.
Monroe, New York, was once home to some of the leading cheesemakers in the country. The Monroe Cheese Company was owned by Adolphe Tode and Ferdinand Wolfe, who had purchased the business, including trademarks for several varieties of cheese, in 1884. In 1889, Tode challenged his cheesemakers to produce a popular style called Bismarck, as the imported product often spoiled during its journey from Europe. Frey experimented for two years before creating Liederkranz cheese, which became one of the company's most successful products. However, financial problems persisted, and the company ultimately faced foreclosure.
In 1918, Frey invented Velveeta, his second significant creation for the Monroe Cheese Company. The product was so successful that in 1923, the Velveeta Cheese Company was incorporated as a separate company. By 1925, the company was advertising two varieties of Velveeta: Swiss and American. Kraft Foods Inc. purchased the firm in 1927, and today, Velveeta is sold in the United States, Canada, Panama, Hong Kong, the Philippines, and South Korea.
Despite its popularity, Velveeta is no longer considered a genuine cheese by the FDA. It is now classified as a "pasteurized process cheese product" or a "pasteurized prepared cheese product", containing ingredients like whey, canola oil, milk protein concentrate, modified starch, salt, and various additives for preservation, colour, and texture. Nevertheless, Velveeta remains a beloved and iconic product, often used in dishes like queso dip and grilled cheese sandwiches.
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Kraft's marketing and product diversification
Velveeta is a brand name for a processed cheese product, similar to American cheese. It was invented in 1918 by the Monroe Cheese Company in Monroe, New York, and was purchased by Kraft Foods Inc. in 1927. Today, all of the nation's Velveeta is produced in New Ulm, Minnesota, in a plant that employs 400 people.
In the 1930s, Kraft began to diversify its product offerings, moving away from low-value commodity dairy products to include items such as caramel candies, macaroni and cheese dinners, and margarines. The company also expanded its international presence, particularly in Canada, and began marketing through radio sponsorship. During World War II, Kraft supplied four million pounds of cheese to Britain weekly, further solidifying its position.
Post-war years saw continued growth, with the launch of sliced processed cheese and Cheez Whiz in the 1950s. The company also began to test television as a marketing medium, producing the Kraft Television Theatre. In the 1960s, Kraft intensified product development, introducing fruit jellies, fruit preserves, marshmallows, barbecue sauces, and Kraft Singles. This decade also marked the company's first expansion into fluid milk and ice cream outside the United States with the acquisition of Dominion Dairies of Canada.
More recently, Kraft has continued to diversify and adapt its product offerings to meet changing consumer needs and preferences. The company has expanded into various markets, including frozen foods, juice, and sugar confectionery. Kraft has also formed strategic partnerships and collaborations to enhance its brand image and explore new possibilities, such as its collaboration with the Wyss Institute for product development. Additionally, Kraft has leveraged celebrity influence by partnering with celebrities like Ed Sheeran for its Taste Elevation platform.
Kraft's marketing strategies have also evolved to include a combination of traditional and modern techniques, cultivating brand loyalty and driving sales. The company has organized its diverse brand portfolio into consumer-focused platforms, catering to specific needs and occasions, which allows for effective targeting of various demographics. Kraft recognizes the emotional connection consumers have with its brands and leverages this to maintain brand relevance. The company's commitment to product innovation and staying ahead of the curve has solidified its position as a leading player in the food and beverage industry.
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Frequently asked questions
Velveeta cheese is made in New Ulm, Minnesota.
Although the ingredients in Velveeta have changed over time, as of 2002, Kraft lists them as: milk, canola oil, 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, enzymes, apocarotenal, annatto, and cheese culture.
No, it is not. Although it was originally made from real cheese, it is now considered a "pasteurized process cheese product" or "pasteurized prepared cheese product" and does not meet the FDA's definition of cheese.
Velveeta is often used as an ingredient for chile con queso and grilled cheese sandwiches. It is also used to make queso dip with diced Ro*Tel tomatoes and chilies.
