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| Product type | Processed cheese |
|---|---|
| Owner | Kraft Heinz |
| Produced by | Kraft Foods |
| Country | United States |
| Introduced | 1918 |
| Markets | United States, Canada |
| Previous owners |
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| Tagline | That's La Dolce Velveeta |
| Website | kraftheinz.com/velveeta |
Velveeta is a brand name for a processed cheese similar to American cheese. It was invented in 1918 by Emil Frey (1867-1951) of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company.[1] In 1925, it advertised two varieties, Swiss and American.[2] The firm was purchased by Kraft Foods Inc. in 1927.[3]
- ^ “New Incorporations,” New York Times, 15 February 1923 (10,000 preferred shares, 20,000 common shares).
- ^ "Everybody Says It's the Finest Cheese in the World (Velveeta/Monroe advertisement)." Goshen (NY) Independent Republican, 9 June 1925.
- ^ "Monroe." Middletown (NY) Times Herald, 21 November 1927 ("recently purchased").