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Monday, February 28, 2011

Post # 166 - More Info Than I Wanted About Cheez Whiz - 2/28/2010

I was thanking Kraft for some info about their Mac and Cheese, when another topic arose.  Cheez Whiz.  The Kraft folk seized their captive audience to provide an informative lecture about their fine product.

I used this opportunity to share a truly harrowing tale with a storybook ending.  I realize now that Easy Cheese and Cheez Whiz are technically different products, but both are "cheese-inspired", non-refrigerated, non-"occurring in nature" products that fall under the Kraft umbrella.
Subject: RE: Your Comment/Question Case ID: 20259656
Date: Sun, 28 Feb 2010 00:28:22 -0500


Thanks for the info.

I read the article about Mr. James L. Kraft, and his innovations with cheese. It sounds like he was the original Cheez Whiz. Was this product named in honor of him?

It sounds from your character Mac and Cheese explanation, that the box size is more important than flavor consistency (character box versus standard box).

Also in the article, I noticed that Phillip Morris owns Kraft. Friends of mine work in the auto industry, and they are strongly encouraged to "drive Big 3 automobiles." Are Kraft employees encouraged to smoke up?

All of the information that you provided was great and helpful. Thanks again.

Dear Jerry,

Thank you for visiting and for your interest in CHEEZ WHIZ.

During the early 1950s, melted cheese served over toast was common luncheon fare. Kraft intended to create a specialty product that would compete with a cheese rarebit sauce available on the East Coast. The sales department encouraged the R&D staff to think bigger—and create an all-purpose cheese sauce.

Kraft test-marketed Cheez Whiz in 1952—and introduced the product nationally in the U.S. the following year. After Cheez Whiz hit the market, Kraft surveyed consumers to learn how they were using the product—and found over 1,000 different uses.

In 1986, Kraft repositioned Cheez Whiz as the “Marvelous Microwave in a Minute Cheese Sauce.” Consumer demand for reduced fat foods led to the development of Cheez Whiz Light, introduced in 1992. The following year, Kraft brought out Squeezable Cheez Whiz — a product that successfully capitalized on the nacho trend.

Cheez Whiz made its U.S. national debut on July 1, 1953.

Also, Philip Morris acquired General Foods in 1985 and Kraft, Inc in 1988. In January, 1986 Christie Brown & Co. and Associated Biscuits of Canada integrated. The two food subsidiaries were combined to form Kraft General Foods, Inc in 1989.

In 1995 Kraft General Foods adopted a one company philosophy and changed the company name to Kraft Foods Inc. In 2004, Kraft changed its name to Kraft Foods Global Inc. to better reflect its global one-company philosophy.

On April 2, 2007, Kraft Foods began operating as a fully independent company.

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Associate Director, Consumer Relations

My response, sent 3/10/2010

Dear Kim,

Now I’m in the know. Thanks.

You mentioned that Cheez Whiz is an all purpose product. I’ll say! Let me tell you about a recent experience, where Cheez Whiz helped me out in a real pinch.

It was late. It was dark. I was in a bad neighborhood. A car pulled up next to me and gestured to my rear tire. “Your tire is flat!”, he mouthed.

I looked around. There weren’t any service stations around. I felt very vulnerable. I grabbed the lug wrench and couldn’t break the lug nuts free. As I put the lug wrench back in the trunk, I saw a little slice of heaven. I had three cans of Easy Cheez aerosol cheese product in my trunk.

Guess who filled his tire with Cheez Whiz aerosol cheese product? Guess who was able to drive to a safe neighborhood on a half-inflated tire filled with Cheez Whiz? That would be me, Kim.

Guess who got a dirty look (and later a laundry bill) from the mechanic? While it saved me, and while it sounded funny when I was driving, it made for a messy repair. But the cheese product actually patched the tire, and it is holding 35 psi of air.

On a positive note, the mechanic was able to salvage much of the Cheez Whiz. Guess who pulled a bag of Tostitos from the trunk, and shared with the entire garage? That would be me, Kim.

Thanks again!


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