J. L. Kraft's 1916 patent for process cheese took Kraft from a commodity business with many competitors to an innovator with a unique food product that effectively responded to consumers' need for a more consistent product with a longer shelf life. The invention laid the foundation for the wide variety of process cheese products that are sold today throughout the world.
The first extension of the Kraft cheese brand line came with the birth of Velveeta pasteurized process cheese food in the late 1920s. Its "meltability" made the product one of the country's No. 1 cooking cheeses. To meet a variety of consumer needs, Kraft further expanded its cheese offerings in the 1950s to include an all-purpose cheese sauce known as Cheez Whiz, which could be used in more than 1,000 different ways. Years later a microwavable Cheez Whiz, as well as Cheez Whiz Light and squeezable Cheez Whiz entered the market to meet the growing needs of consumers looking for convenient items to complement their cooking.
Another important Kraft innovation was sliced process cheese. Kraft Deluxe process cheese slices, the first to be commercially packaged, were introduced in the U.S. in 1950. Recent years also have seen the introduction of many more Kraft Cheese products such as: Kraft Rip-Ums, strips of kids' favorite American Cheese that offer a fun and delicious anytime treat, and Kraft Deli Deluxe, deli-style. Some favorite Kraft cheeses, like Kraft Chunk pasteurized process cheese, even have introduced new flavors such as Bacon Cheddar, Roasted Garlic Cheddar, Pepperjack and Smoky Swiss and Cheddar.
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