**UUH they CANT advertise it as cheese because it's not really cheese. That's why the FDA makes them package it as "Cheese Product". Look at the Velveeta website. It's not anywhere referred to as cheese on the package. It is advertised as just Velveeta.** It's not even really cheese. It is pasteurized, processed cheese product. Velveeta is what is referred to by many as "American Cheese". From Wikipedia:
Velveeta is the brand name of a processed cheese product first made in 1918 by Swiss immigrant Emil Frey of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company, and was sold to Kraft Foods in 1927. Velveeta features a soft, rubbery texture and a distinctive taste that advertisers compare to cheddar cheese, and it is noted for its easy melting. Others compare the taste to American cheese or Cheez Whiz. Velveeta is made in part of whey, a by-product of cheese-making. Velveeta is classified by the United States Food and Drug Administration as pasteurized process cheese product (see processed cheese). For a time during the 1990s, Velveeta using the advertising jingle, "Colby, Swiss and Cheddar, blended all together" in its U. S. television commercials to explain its unique taste. Velveeta does not need to be refrigerated until it is opened.
In 2002, the FDA warned Kraft that Velveeta was being sold with packaging that described it as a "pasteurized processed cheese food," which the FDA claimed was false ("cheese food" must contain at least 51% cheese). Velveeta is now sold as a "cheese product," using a term for items that contain less than 51% cheese.
Velveeta is currently sold in the United States, Canada, Hong Kong, Philippines, and Germany ("Velveta"). It is sold in Australia as "Kraft Cheddar Cheese". At one time it was also sold in the United Kingdom.
· 1 decade ago