14 Cheesy Facts About Velveeta

You can mix it into a casserole, melt it into a dip, squirt it on top of a salad and, apparently, bake it into fudge. No matter how you slice it (or dice it, or nuke it), Velveeta is an iconic brand, and a testament to the wondrous power of American food processing. Here, we take a look at the company’s early days, its evolution, and the real driving force behind Ro-Tel dip.

1. IT WAS INVENTED TO SALVAGE BROKEN CHEESE WHEELS.

Back in the early 1900s, New York’s Monroe Cheese Company was one of the country’s most successful cheese makers. It had a big problem, however: Many of the Swiss cheese wheels that came out of its Pennsylvania factory were broken or misshapen. So the company sent some of its discarded product to in-house cheese wiz Emil Frey, a Swiss immigrant who’d recently invented Liederkranz, a popular American take on Limburger cheese. Frey tinkered around with the cheese pieces on his home stove, and eventually found that by adding byproducts like whey back into the cheese, he could create a smooth, pliable food product. When melted, it had a velvety consistency to it, so Frey called it Velveeta.

2. KRAFT BOUGHT THE COMPANY AND MADE SOME TWEAKS.

For four years, Velveeta operated independently out of Monroe, N.Y., until Kraft purchased it in 1927. Kraft, which had made its own strides in processed cheese technology, wanted another weapon to add to its arsenal, and the company tinkered with Frey’s formula in-house while using the Swiss inventor’s name in marketing materials. 

3. IT WAS ORIGINALLY MARKETED AS A HEALTHY PRODUCT.

Adding whey back into the mixture, the company reasoned, bumped up Velveeta’s nutritional value. Check out this TV ad from 1958, which targets "weight-watching moms" and their “youngsters.”

4. IT HAD THE AMERICAN MEDICAL ASSOCIATION'S STAMP OF APPROVAL.

In 1931, the AMA claimed Velveeta had all the nutritional qualities to promote “firm flesh.” These were the days of doctor-endorsed cigarettes, after all.

5. EARLY RECIPES INCLUDED POURING IT OVER TOASTED PEANUT BUTTER SANDWICHES.

An ad in Better Homes and Gardens, 1953. Jamie, Flickr // CC BY-NC 2.0

The company’s early ads instructed housewives to make a cheese sauce using ½ pound of Velveeta and ¼ cup of milk, then pour it "over toasted sandwiches of peanut butter and pickles." Sounds… delightful.

6. IT WAS HUGE IN GERMANY.

Demand was so high for Velveta, as it was called there, that the company’s plant in Lindenberg could barely keep up once the product was introduced in Germany in 1937

7. KRAFT BEGAN PROMOTING IT AS A DIP TO AVOID INTERNAL COMPETITION.

An ad from 1951. Jamie, Flickr // CC BY 2.0

In the ‘50s, Kraft came out with pre-sliced cheese, which brought it perilously close to competing with the blocks of Velveeta it was instructing shoppers to slice up. So the company put all its advertising heft behind Velveeta as a dip and a sauce.

8. IT'S NOT REALLY CHEESE.

Real cheese used to be part of the product, but these days Velveeta is mainly whey protein concentrate and milk protein concentrate mixed with milk, fat and preservatives—which is not technically cheese by the Food and Drug Administration’s standards. In 2002, the FDA sent the company a warning letter asking them change their labeling from “cheese spread” to “cheese product,” and Kraft complied.

9. PEOPLE LIKE TO MAKE THEIR OWN HOMEMADE VERSIONS.

Apparently you don’t need to be a multinational food conglomerate to make Velveeta. You just need some milk, shredded cheese, salt and gelatin. 

10. IF YOU LOVE RO-TEL DIP, IT'S PROBABLY BECAUSE OF A CALCULATED MARKETING MOVE.

For years, people in the south have been combining cans of Ro-Tel diced tomatoes and chilies with blocks of Velveeta to make a delicious dip. Lyndon and Ladybird Johnson were apparently big fans. But it wasn’t until 2004 that the dish gained any marketing muscle. That’s when food giant ConAgra, which purchased Ro-Tel in 2002, quietly entered into an agreement with competitor Kraft to promote cans of Ro-Tel and Velveeta side-by-side in stores and through advertisements. It was a brilliant move that boosted sales of both brands, which were slumping at the time.

11. REMEMBER CHEESEPOCALYPSE?

Back in January 2014, Kraft announced a shortage of Velveeta due to a recall and transition to a new production facility. The timing couldn’t have been worse, falling just weeks before the Super Bowl. Some people wondered if it was all a publicity stunt, something the company denied. Others proceeded to lose their minds.

12. TURNS OUT THAT WAS A BIG WIN FOR THE COMPANY.

Rather than shrink from the “Cheesepocalype” controversy, Kraft embraced it with straightforward communication and a welcome dose of irony, referring to Velveeta as “our nation’s most precious commodity: Liquid Gold.” They also created a website that tracked the shortage across the country. Fans poured their hearts out on social media, and the buzz proved way more valuable than advertising.

13. CHEFS USE IT.

And celebrities with cooking shows! And there are more of them using it than you’d think. They seem to prefer the sneak-it-in method for a quick, easy flavor boost.

14. THERE'S AN '80S COVER BAND CALLED VELVEETA.

They play all the cheesiest hits of the decade.

6 Protective Mask Bundles You Can Get On Sale

pinkomelet/iStock via Getty Images Plus
pinkomelet/iStock via Getty Images Plus

Daily life has changed immeasurably since the onset of COVID-19, and one of the ways people have had to adjust is by wearing protective masks out in public places, including in parks and supermarkets. These are an essential part of fighting the spread of the virus, and there are plenty of options for you depending on what you need, whether your situation calls for disposable masks to run quick errands or the more long-lasting KN95 model if you're going to work. Check out some options you can pick up on sale right now.

1. Cotton Face Masks; $20 for 4

Protective Masks with Patterns.
Triple7Deals

This four-pack of washable cotton face masks comes in tie-dye, kids patterns, and even a series of mustache patterns, so you can do your part to mask germs without also covering your personality.

Buy it: $20 for four (50 percent off)

2. CE- and FDA-Approved KN95 Mask; $50 for 10

A woman putting on a protective mask.
BetaFresh

You’ve likely heard about the N95 face mask and its important role in keeping frontline workers safe. Now, you can get a similar model for yourself. The KN95 has a dual particle layer, which can protect you from 99 percent of particles in the air and those around you from 70 percent of the particles you exhale. Nose clips and ear straps provide security and comfort, giving you some much-needed peace of mind.

Buy it: $50 for 10 (50 percent off)

3. Three-Ply Masks; $13 for 10

Woman wearing a three-ply protective mask.
XtremeTime

These three-ply, non-medical, non-woven face masks provide a moisture-proof layer against your face with strong filtering to keep you and everyone around you safe. The middle layer filters non-oily particles in the air and the outer layer works to block visible objects, like droplets.

Buy it: $13 for 10 (50 percent off)

4. Disposable masks; $44 for 50

A batch of disposable masks.
Odash, Inc.

If the thought of reusing the same mask from one outing to the next makes you feel uneasy, there’s a disposable option that doesn’t compromise quality; in fact, it uses the same three-layered and non-woven protection as other masks to keep you safe from airborne particles. Each mask in this pack of 50 can be worn safely for up to 10 hours. Once you're done, safely dispose of it and start your next outing with a new one.

Buy it: $44 for 50 (41 percent off)

5. Polyester Masks; $22 for 5

Polyester protective masks.
Triple7Deals

These masks are a blend of 95 percent polyester and 5 percent spandex, and they work to block particles from spreading in the air. And because they're easily compressed, they can travel with you in your bag or pocket, whether you're going to work or out to the store.

Buy it: $22 for five (56 percent off)

6. Mask Protector Cases; $15 for 3

Protective mask case.
Triple7Deals

You're going to need to have a stash of masks on hand for the foreseeable future, so it's a good idea to protect the ones you’ve got. This face mask protector case is waterproof and dust-proof to preserve your mask as long as possible.

Buy it: $15 for three (50 percent off)

At Mental Floss, we only write about the products we love and want to share with our readers, so all products are chosen independently by our editors. Mental Floss has affiliate relationships with certain retailers and may receive a percentage of any sale made from the links on this page. Prices and availability are accurate as of the time of publication.

This Smart Accessory Converts Your Instant Pot Into an Air Fryer

Amazon
Amazon

If you can make a recipe in a slow cooker, Dutch oven, or rice cooker, you can likely adapt it for an Instant Pot. Now, this all-in-one cooker can be converted into an air fryer with one handy accessory.

This Instant Pot air fryer lid—currently available on Amazon for $80—adds six new cooking functions to your 6-quart Instant Pot. You can select the air fry setting to get food hot and crispy fast, using as little as 2 tablespoons of oil. Other options include roast, bake, broil, dehydrate, and reheat.

Many dishes you would prepare in the oven or on the stovetop can be made in your Instant Pot when you switch out the lids. Chicken wings, French fries, and onion rings are just a few of the possibilities mentioned in the product description. And if you're used to frying being a hot, arduous process, this lid works without consuming a ton of energy or heating up your kitchen.

The lid comes with a multi-level air fry basket, a broiling and dehydrating tray, and a protective pad and storage cover. Check it out on Amazon.

For more clever ways to use your Instant Pot, take a look at these recipes.

At Mental Floss, we only write about the products we love and want to share with our readers, so all products are chosen independently by our editors. Mental Floss has affiliate relationships with certain retailers and may receive a percentage of any sale made from the links on this page. Prices and availability are accurate as of the time of publication.