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]

History [ edit ]

In 1933, Kraft developed Miracle Whip as a less expensive alternative to mayonnaise.[2] Premiering at the Century of Progress World's Fair in Chicago in 1933, Miracle Whip soon became a success as a condiment on fruits, vegetables, and salads.[3] Its success was bolstered by Kraft mounting a significant advertising campaign which included sponsorship of a two-hour radio program. 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] or "salad dressing spread". The machine (dubbed "Miracle Whip" by Chapman) ensured that the ingredients (including more than 20 different spices) were thoroughly blended.[3]

However, 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". Crosset sold it to Kraft Foods in 1931 for $300[5] (approximately $4,669.72 in 2015).[6] 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 currently produced by Mondelēz International in Bad Fallingbostel.

Ingredients [ edit ]

Miracle Whip spread on toast

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.[7]

Advertising [ edit ]

Six Flags announced a new partnership with the Miracle Whip brand in 2009.[8]

Kraft paid Lady Gaga to include Miracle Whip in the music video for her song "Telephone".[9]

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.[10]

In the late 2000s and early 2010s, Miracle Whip attempted more "hip" advertising (much of it explained above), with footage of teenagers having fun while an announcer berated mayonnaise.[11] 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".[12] This also included publishing an open letter stating the attack was "raising hell, man" (though the whole debacle may have been staged by Kraft and Comedy Central).[13] Eventually, this advertising was dropped.

In 2018, the town of Mayo, Florida temporarily changed its name to Miracle Whip as a promotional stunt.[14]

See also [ edit ]

Salad cream, a British creamy yellow condiment