Miracle Whip

Miracle Whip
Product typeCondiment
OwnerKraft Heinz
Introduced1933 (1933)
Previous ownersKraft Foods, Inc.

Miracle Whip is a condiment manufactured by Kraft Heinz 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]

History

Launched in 1933 at the World’s Fair in Chicago, Miracle Whip was promoted as a cheaper alternative to mayonnaise during the Great Depression. 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.

According to Kraft's 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 boiled dressing[4] or salad dressing spread. The machine, dubbed "Miracle Whip" by Chapman, ensured that the ingredients, including more than 20 spices, were thoroughly blended.[5]

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[6] (equivalent to $6,200 in 2024). While stating that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.[5]

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.[7]

Ingredients and nutrition

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.[8] The original Miracle Whip is produced using less oil than mayonnaise, thus has around half of the calories. Due to added corn syrup it is also sweeter compared to mayonnaise.[9]

Advertising

1948 advertisement

Six Flags announced a new partnership with the Miracle Whip brand in 2009.[10]

In the late 2000s and early 2010s, Miracle Whip attempted to appeal to younger audiences, with Miracle Whip advertising featuring prominently in the Electronic Arts video game Skate 3, including a dedicated trick, contest, and an achievement called Don't Be So Mayo.[11] Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[12] Television adverts described Miracle Whip as an alternative to "real boring" mayonnaise.[13] 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".[14] This also included publishing an open letter stating the attack was "raising hell, man".[15] Eventually, this advertising was dropped.

In 2018, the town of Mayo, Florida, temporarily changed its name to Miracle Whip as a promotional stunt.[16]

See also

References

  1. ^ a b 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. ^ Hanson, Kait, Miracle Whip Vs. Mayo: A Comprehensive Comparison, retrieved 2023-11-22
  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. ^ a b Zeldes, Leah A. (2009-08-25), Miracle Whip: Boon or blech? Fans and foes mix it up, Dining Chicago, archived from the original on 2009-08-30, retrieved 2009-08-25
  6. ^ Kraft Miracle Whip Salad Dressing, The City of Salem, Illinois, archived from the original on 2010-07-31, retrieved 2010-05-27
  7. ^ Boekhoff, Lisa (2021-08-16). "Mondelez investiert: Produktion von Philadelphia und Miracel Whip - WESER-KURIER". weser-kurier-de (in German). Retrieved 2022-03-29.
  8. ^ "KRAFT MIRACLE WHIP Dressing Original 30 fl. oz. Jar". Kraft Recipes. Retrieved 14 May 2017.
  9. ^ Scinto, Maria (2019-12-20). "The Real Difference Between Mayonnaise And Miracle Whip". Mashed.com. Retrieved 2022-02-13.
  10. ^ "Six Flags Announces New Partnership with Miracle Whip", Reuters, 2009-07-08, archived from the original on 2012-09-09, retrieved 2010-05-27
  11. ^ Don't be so Mayo, True Achievements, retrieved 2017-01-22
  12. ^ 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
  13. ^ "Miracle Whip Ad Campaign to Spread 'Boring' Mayo Message". Adage.com. 22 March 2010. Retrieved 17 November 2018.
  14. ^ "The Commercials Miracle Whip Aired During The Colbert Report [video] – Eat Me Daily". Eatmedaily.com. Archived from the original on 23 October 2021. Retrieved 17 November 2018.
  15. ^ "This Miracle Whip Thing Is Getting Out of Hand". Cbsnews.com. 12 November 2009. Retrieved 17 November 2018.
  16. ^ "Mayo, Florida jokingly changed to "Miracle Whip."". Wctv.tv. Retrieved 2018-08-25.
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