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.

History

In 1933, Kraft developed Miracle Whip as a less expensive alternative to mayonnaise.[1] 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.[2] Its success was bolstered by Kraft's 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.[1]

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 blending mayonnaise product and less expensive salad dressing, sometimes called "boiled dressing"[3] or "salad dressing spread." The machine (dubbed "Miracle Whip" by Chapman) ensured that the ingredients (including more than 20 different spices) could be thoroughly blended.[2]

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[4] (approximately $4,669.72 in 2015).[5] While stating that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.[2]

Since 1972, Miracle Whip has also been sold as Miracel Whip in Germany.[6] It was formerly produced by Kraft Foods, and is currently produced by Mondelēz International in Bad Fallingbostel.

Ingredients

The primary ingredients are water, soybean oil, vinegar, high fructose corn syrup, sugar, modified corn starch, and dried eggs. The HFCS and corn starch are made from non-genetically modified maize.[7] Ingredients making up less than 2% of product include salt, mustard flour, paprika, spice, natural flavor, potassium sorbate, enzyme modified egg yolk, and dried garlic.

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.

See also

References

  1. 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.
  2. 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
  3. ↑ 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.
  4. ↑ Kraft Miracle Whip Salad Dressing, The City of Salem, Illinois, retrieved 2010-05-27
  5. ↑ US Department of Labor Inflation calculator, retrieved 2006-09-03
  6. ↑ Miracel Whip - Unsere Marke, Mondelēz International, retrieved 2013-07-07
  7. ↑ Ocado: Kraft Miracle Whip 443ml - Ingredients Linked 2014-06-19
  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
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