Miracle Whip

Miracle Whip
Brand
Industry Food
Founded 1933, Chicago, Illinois
Headquarters Northfield, Illinois, United States
Parent Kraft Foods
Website Miracle Whip on Kraft Brands

Miracle Whip is a salad dressing manufactured by Kraft Foods and sold throughout the United States and Canada. It is also sold by Mondelēz International (formerly also Kraft Foods) as Miracel Whip throughout Germany.[1]

History

In 1933, Kraft developed Miracle Whip as a less expensive alternative to mayonnaise.[2] Premiering at the Century of Progress World's Fair in Chicago in 1933, Miracle Whip soon became a success as a condiment on fruits, vegetables, and salads.[3] Its success was bolstered by Kraft mounting a significant advertising campaign which included sponsorship of a two-hour radio program. At the end of its introductory period, Miracle Whip was outselling all mayonnaise brands.[2]

According to Kraft archivist Becky Haglund Tousey, Kraft developed the product in-house using a patented "emulsifying machine" invented by Charles Chapman to create a product that blended mayonnaise and less expensive salad dressing, sometimes called "boiled dressing"[4] or "salad dressing spread". The machine (dubbed "Miracle Whip" by Chapman) ensured that the ingredients (including more than 20 different spices) were thoroughly blended.[3]

However, another story claims that Miracle Whip was invented in Salem, Illinois, at Max Crosset's Cafe, where it was called "Max Crossett's X-tra Fine Salad Dressing". Crosset sold it to Kraft Foods in 1931 for $300[5] (approximately $4,669.72 in 2015).[6] While stating that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.[3]

Since 1972, Miracle Whip has been sold as Miracel Whip in Germany.[1] It was formerly produced by Kraft Foods, and is currently produced by Mondelēz International in Bad Fallingbostel.

Ingredients

Miracle Whip is made from water, soybean oil, high-fructose corn syrup, vinegar, modified corn starch, eggs, salt, natural flavor, mustard flour, potassium sorbate, paprika, spice, and dried garlic.[7]

Advertising

Six Flags announced a new partnership with the Miracle Whip brand in 2009.[8]

Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[9]

Miracle Whip advertising features prominently in the Electronic Arts video game Skate 3 for Xbox 360 and PlayStation 3 including a dedicated trick, contest, and an achievement/trophy called Don't Be So Mayo.[10]

In the late 2000s and early 2010s, Miracle Whip attempted more "hip" advertising (much of it explained above), with footage of teenagers having fun while an announcer berated mayonnaise[11]. Criticism by Stephen Colbert led to Miracle Whip buying ad time on his show, The Colbert Report, and attacking Colbert for being a "mayo lover"[12]. This also included publishing an open letter stating the attack was "raising hell, man" (though the whole debacle may have been staged by Kraft and Comedy Central).[13] Eventually, this advertising was dropped.

In 2018, the town of Mayo, Florida temporarily changed its name to Miracle Whip as a promotional stunt.[14]

See also

References

  1. 1 2 Miracel Whip - Unsere Marke, Mondelēz International, retrieved 2013-07-07
  2. 1 2 Andrew F. Smith (2007). The Oxford Companion to American Food and Drink. Oxford University Press, USA. p. 370. ISBN 9780195307962. Retrieved 4 December 2015.
  3. 1 2 3 Zeldes, Leah A. (2009-08-25), Miracle Whip: Boon or blech? Fans and foes mix it up, Dining Chicago, retrieved 2009-08-25
  4. Ruth deForest Lamb & Royal Samuel Copeland (1936). American chamber of horrors: the truth about food and drugs. Farrar & Rinehart, Inc. pp. 162–163. Retrieved 9 May 2012.
  5. Kraft Miracle Whip Salad Dressing, The City of Salem, Illinois, retrieved 2010-05-27
  6. US Department of Labor Inflation calculator, retrieved 2006-09-03
  7. "KRAFT MIRACLE WHIP Dressing Original 30 fl. oz. Jar". Kraft Recipes. Retrieved 14 May 2017.
  8. "Six Flags Announces New Partnership with Miracle Whip", Reuters, 2009-07-08, retrieved 2010-05-27
  9. Hampp, Andrew; Bryson York, Emily (2010-03-13), How Miracle Whip, Plenty of Fish Tapped Lady Gaga's 'Telephone', Advertising Age, retrieved 2010-05-27
  10. Don't be so Mayo, True Achievements, retrieved 2017-01-22
  11. http://adage.com/article/news/miracle-whip-campaign-spread-boring-mayo-message/142914/
  12. http://www.eatmedaily.com/2009/11/the-commercials-miracle-whip-aired-during-the-colbert-report-video/
  13. https://www.cbsnews.com/news/this-miracle-whip-thing-is-getting-out-of-hand/
  14. WCTV. "Mayo, Florida jokingly changed to "Miracle Whip."". Retrieved 2018-08-25.
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