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@velveeta

Velveeta

Velveeta is a brand name for a processed cheese product that tastes like an American cheese, with a softer and smoother texture than non processed cheese. When melted, Velveeta keeps a fully integrated and evenly clump-free liquid texture. It was invented in 1918 by Emil Frey of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company, and sold to Kraft Foods in 1927. 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. It was reformulated in 1953 as a "cheese spread", but as of 2002 Velveeta must be labeled in the United States as a "Pasteurized Prepared Cheese Product."

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. The brand has been successfully made into a varied Velveeta-based product line with products like cheesy bites, macaroni & cheese, and cheesy skillets. As is the case with most processed cheeses, the manufacturer recommends Velveeta be refrigerated after opening.

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