Miracle Whip

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] It was developed as a less expensive alternative to mayonnaise in 1933.[2]

Miracle Whip
TypeBrand
IndustryFood
Founded1933, Chicago, Illinois
HeadquartersNorthfield, Illinois, United States
ParentKraft Foods
WebsiteMiracle Whip on The Kraft Heinz Company Brands

History

Premiering at the Century of Progress World's Fair in Chicago in 1933, Miracle Whip soon became a success as a condiment for fruits, vegetables, and salads.[3] Its success was bolstered by Kraft's advertising campaign, which included sponsorship of a series of two-hour radio programs. 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] and "salad dressing spread". The machine, dubbed "Miracle Whip" by Chapman, ensured that the ingredients, including more than 20 spices, were thoroughly blended.[3]

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", and that Crosset sold it to Kraft Foods in 1931 for $300[5] (equivalent to $5,000 in 2019). 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 now made by Mondelēz International, in Bad Fallingbostel.

Ingredients
Miracle Whip

Miracle Whip is made from water, soybean oil, high-fructose corn syrup, vinegar, modified corn starch, eggs, salt, natural flavor, mustard flour, potassium sorbate, spice, and dried garlic.[6]

Advertising

Six Flags announced a new partnership with the Miracle Whip brand in 2009.[7]

In the late 2000s and early 2010s, Miracle Whip attempted to appeal to younger audiences, with 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.[8] Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[9] Television adverts described Miracle Whip as an alternative to "real boring" mayonnaise.[10] 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".[11] This also included publishing an open letter stating the attack was "raising hell, man".[12] Eventually, this advertising was dropped.

In 2018, the town of Mayo, Florida, temporarily changed its name to Miracle Whip as a promotional stunt.[13]

See also

References
  1. Miracel Whip - Unsere Marke, Mondelēz International, archived from the original on 2013-07-07, retrieved 2013-07-07
  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. Zeldes, Leah A. (2009-08-25), Miracle Whip: Boon or blech? Fans and foes mix it up, Dining Chicago, retrieved 2009-08-25
  4. Lamb, Ruth deForest (1936). American chamber of horrors: the truth about food and drugs. New York: 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. "KRAFT MIRACLE WHIP Dressing Original 30 fl. oz. Jar". Kraft Recipes. Retrieved 14 May 2017.
  7. "Six Flags Announces New Partnership with Miracle Whip", Reuters, 2009-07-08, retrieved 2010-05-27
  8. Don't be so Mayo, True Achievements, retrieved 2017-01-22
  9. Hampp, Andrew (2010-03-13), How Miracle Whip, Plenty of Fish Tapped Lady Gaga's 'Telephone', Advertising Age, archived from the original on 2020-08-19, retrieved 2020-08-19
  10. "Miracle Whip Ad Campaign to Spread 'Boring' Mayo Message". Adage.com. Retrieved 17 November 2018.
  11. "The Commercials Miracle Whip Aired During The Colbert Report [video] – Eat Me Daily". Eatmedaily.com. Retrieved 17 November 2018.
  12. "This Miracle Whip Thing Is Getting Out of Hand". Cbsnews.com. Retrieved 17 November 2018.
  13. "Mayo, Florida jokingly changed to "Miracle Whip."". Wctv.tv. Retrieved 2018-08-25.
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