Velveeta cheese was reinvented by Kraft. For packaging it used another invention (from 1921), tin foil wrapping

The brand name Velveeta was meant to suggest a “velvety” quality of the processed cheese product. Its taste, according to the manufacturers, is similar to other types of American cheese, but the texture is softer and creamier.

It was on this day, June 2nd, in 1928 that Velveeta cheese was reinvented by Kraft. For packaging, the company used another invention, tin foil wrapping, from 1921.

Originally marketed for its nutritional value, Velveeta was the first cheese product to receive a seal of approval from the American Medical Association in the 1930s. In 1953, the product was changed to be marketed as a cheese spread instead. Currently, Velveeta is incorporated in over a dozen other food products.

      

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