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 sauce condiment 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 spread on toast

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, including a dedicated trick, contest, and an achievement 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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