|Founded||1933, Chicago, Illinois|
|Headquarters||Northfield, Illinois, United States|
|Website||Miracle Whip on Kraft Brands|
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. It was developed as a less-expensive alternative to mayonnaise in 1933.
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. 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.
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" or "salad dressing spread". The machine (dubbed "Miracle Whip" by Chapman) ensured that the ingredients (including more than 20 different spices) were thoroughly blended.
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 (approximately $5,022.04 in 2019). While stating that Kraft did buy many salad dressings, Tousey disputes the claim that X-tra Fine was Miracle Whip.
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. 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". 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). Eventually, this advertising was dropped.
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