Kraft's iconic American cheese is losing ground in today's America

[brooklynite]

Washington Post

Food conglomerate Kraft Heinz took a $15.4 billion write-down in two of its most powerful brands this week, a jarring warning that even the most iconic American names are vulnerable to shifts in consumer tastes.

The hit on the value of the Kraft and Oscar Mayer labels on Thursday highlights the struggles that packaged-food companies face as they try to keep up with evolving palates and the rise of smaller, organic and online competitors. Though Kraft Heinz boasts some of the most distinctly American products — Jell-O, Kool-Aid, Kraft Macaroni & Cheese — nostalgia isn’t enough to guarantee sales in the age of fresh-focused eating.

Consider Kraft Singles. The radiant orange slices have been the gooey glue of American lunches since the 1960s. The founder of Kraft Foods, James L. Kraft, created early versions of “process cheese” with hopes of making a sliced cheese with a longer shelf life. Kraft and researchers found a way to kill off the bacteria that spawns mold, but it took 15 more years of tinkering before their individually wrapped creation hit markets, the New York Times reported. The product was heralded for the ways it sidestepped the failings of other cheese: Slices didn’t dry out or curl up at the ends; they were beloved for their uniformity and convenience.

Now, the same factors that made Kraft Singles an American household staple are eroding its appeal for modern consumers, who prioritize fresh ingredients and have a vested interest in how their food is produced. A June report from Nielsen found that fresh categories are driving nearly half of all growth in brick-and-mortar groceries, with fresh and perishable foods generating more than $177 billion in sales. Conversely, the volume of packaged products sold in the center aisles of grocery stores fell 1.7 percent.

[mucifer]

1. That's great!!

[TheBlackAdder]

39. I try not to buy anything Kraft related, because they helped game the weight & diabetes issues in US

.

They are pushing unhealthier foods that cause people to binge eat, making them almost addictive.

Sure, it sells more product, but at what expense. They also pressure politicians to back off on regulations.

.

[mucifer]

46. I don't like them for cruelty reasons. I'm a vegan who eats cashew based non dairy cheeses. Your

reasons speak a lot of truth to the situation, too.

[Demovictory9]

60. +1

[Drahthaardogs]

2. It's not even food. It's a food like product

Gross shit.

[Demovictory9]

59. I grew up on that stuff, along with Wonder bread. Didn't know REAL cheese and bread

until the 1980s.

[Drahthaardogs]

62. I'm second generation with grandparents from italy

We grew up in a very small italian town. I knew sauce as sugo and sausage was salsiccia. I never had Wonder Bread. I never knew you could eat white vinegar ( I had only seen people eat red wine or cider vinegar).

Looking back, I had an awesome childhood

[Demovictory9]

64. you were lucky

[Vinca]

3. Did you mean "cheese?"

[TheBlackAdder]

40. Isn't it "cheese product?"

[lame54]

47. Cheese food type stuff

[lillypaddle]

70. Yes

Kraft makes the individually wrapped "process cheese product" and they also make American cheese slices.

[RockRaven]

4. Good... I guess?... In any case, that s--t is nasty.

[Bernardo de La Paz]

5. Kraft singles taste like shit. Worse than Cheese Whiz. . . . nt

[irisblue]

6. Cheese Whiz is good for getting dogs& cats to take pills.

[KT2000]

9. LOL - thanks for the tip

never thought of that.

[irisblue]

10. Angel Peanuts arthritis meds were given in them, a quick memory

And the flea killer pills for the feral cats....way easy

[hlthe2b]

12. true, that... though I've taken to cutting small bites of string cheese, microwaving to soften and

molding it around the pill. Works quite well..

[PWPippinesq]

24. Cheese Whiz is great here in very cold Maine for training and treating our two standard poodles.

We use it on walks so we can reward them for good behavior without having to take gloves off in frigid weather. They know it's not Brie. In fact, we tell them something is Velveeta and yucky and they won't touch it. When they're allowed to have something, we tell them it's Brie and they go for it.

[voteearlyvoteoften]

28. Love that thx for sharing

I have a new dog now and I may try something similar.

[MurrayDelph]

25. Until about two years ago

we gave our dog his anti-epileptic drugs in peanut butter. After a really bad couple of days of chain seizures, he did come out of it, but had lost his taste for peanut butter, so we switched him to Philadelphia cream cheese.

He had even-worse seizures two weeks ago, and had to be hospitalized for a couple of days, but is back to normal, and still likes Philly.

[irisblue]

43. Both Alex& Duke took seizure meds in bits of foods

Hot Dogs with a small slit, Cheese Whiz, balls of Bil Jac, ground chicken/beef, tuna or scrambled eggs, cottage cheese
And ice cream after the post ictal to bump blood sugar up. The Seizure Creature is horrid monster and my dogs too soon.

[Mosby]

48. Try canned pumpkin

Cream cheese has a lot of sodium.

[Hermit-The-Prog]

32. dog takes pills with the slices

There are only two uses I've found for those plastic-wrapped slices of imitation cheese: bait in a mouse trap and getting the dog to take his glucosamine - chondroitin pills.

[MineralMan]

8. Kraft makes more than just Kraft Singles.

It actually makes some decent cheese products. It isn't a gourmet cheese company, by any means, but there are many worse brands.

For example, I often make cheese crackers that are nothing but grilled grated cheese, lightly browned on the grill. Kraft is the only brand of grated cheese that does not dissolve into a greasy pool when treated that way. It's consistent, too, which makes my recipe predictable.

[Wellstone ruled]

14. And Kraft is the number one player in

what is known as the Green Bay Cheese Exchange. Outside of the Yellow stuff in the thin film , they are considered the gold standard for quality in Consumer Packaged Cheese. The Consumer tastes for Cheese and Sausage is in transition and has been for a couple of years. Consumers are reading the labels,and if you can not pronounce the Ingredients on those labels,chances are it does not make the trip out of the Store.

Btw,Oscar Mayer's big profit center is,the sales and leasing of Packaged Foods Equipment.

[Blue_true]

36. The company makes packaged, pre-sliced higher end cheese. I have seen it before.

I don't eat much cheese at all now, but as a kid I loved Kraft, the softness and mildness is what I liked most.

[Wellstone ruled]

38. Have to hand it to Kraft.

As someone who spent a life time in the Food Industry one way or another. Kraft was the major innovator in packaged ready to serve foods. Again,when they Purchased Oscar Mayer,that gave them the State of the art Slicing and packaging machines to enhance their marketing programs.

As you say,sliced prepackaged cheese in the norm. And it is one major Cash Cow for Kraft. And the best part,they own the Machines and Patent rights for everything sliced and Packed in the USA..

[PoliticAverse]

20. Cheeze Whiz was great before they changed the formula several years ago. n/t

[Inkfreak]

45. I swear it tasted different when I tried it again last year.

I chalked it up to not having had it since I was a kid.

[PoliticAverse]

49. See...

https://nationalpost.com/opinion/michael-moss-the-day-they-took-the-cheese-out-of-cheez-whiz

[Demovictory9]

61. it's ok for making grilled cheese for kids. they like it

[Bernardo de La Paz]

65. Indeed, I liked it when I was a kid. Yes, I really was one, once! . . . nt

[KT2000]

7. had a package of that "cheese"

in the refrigerator for years. It never changed, developed mold or anything. Finally threw it away.

My brother was visiting Norway and one of his wife's cousins asked him "What kind of cheese do you have in America?" My brother tried to explain cheese that was scraped off the floor, treated and wrapped in single slices in cellophane. He was not impressed.

[pandr32]

11. Good. Real food rocks!

[procon]

13. Nothing is worse than Velveeta.. gag... pitooey#

I can't abide fake cheese, by my whole family loves that crap and American cheese is their go to staple.

[zeusdogmom]

35. Take that loaf of velveeta

Add a can of Rotel tomatoes, melt it altogether and you have the most incredible dip. Healthy? Of course not. No one ever said it was.

Even better - velveeta, a can of cream of mushroom soup, and a roll of Bob Evans sausage. Brown the sausage of course, then melt it altogether. Serve with corn chips. AKA Heart Attck on a Plate but OMG it is good.

[jalan48]

15. That's because it's shit food and really, really bad for you.

[left-of-center2012]

16. Real cheese tastes so much better

Worth the price.

[IronLionZion]

17. The singles have way too much plastic waste. Plastic is big environmental problem.

Real cheese doesn't cost that much more, melts just fine, and I don't need a long shelf life.

[BigmanPigman]

18. Anthony Bourdain did a No Reservations special which

featured some of the best chefs he knew making American food classics perfectly such as roasted chicken, a properly cooked steak and a cheeseburger (with a French chef in NYC demonstrating the best method). The chef said that the ONLY cheese to use was American cheese and Kraft is what he used. To test the perfect med rare burger he said you poke it with your finger and if it feels the same as when you press the area on your spread out hand between the forefinger and thumb. Here is the perfect cheeseburger.

[meow2u3]

19. People are eater fewer processed "foods"

AFAIC, American cheese doesn't taste good. People who like it get used to the taste because either that's all they know or it's cheap and cannot afford good cheeses, such as Swiss or Cheddar.

[Wolf Frankula]

21. Mickey Mouse Won't Eat It

Cats advise, 'Only eat mice who eat real cheese.' They taste better.

Wolf

[BritVic]

22. Some of the generic brands in the UK...

have such a low cheese content they have to be described as "food slices" by law.

[Mabel]

23. I grew up in the 50's and 60's

so of course I have a lot of nostalgic feelings about many of those products. At parties I've even been known to pull out the Bugles and spray cheese (a favorite 60's party treat) for a little retro fun. However the truth is processed food doesn't promote health and it's not something I want to indulge in.

[Initech]

26. Velveeta is great for making mac n' cheese.

Otherwise I wouldn't use it for any other purpose.

[Retrograde]

34. Actual cheese is better

Real cheese doesn't give you that neon orange color, but it is a lot tastier - and no harder to use.

[jmowreader]

27. Y'know, the heck with millennials

The millennials' favorite burger joint, Shake Shack (my opinion: good food but overpriced), uses American cheese on their burgers. The only thing I use it for is burgers, and if you do it my way you'll never use anything else: first, saute some finely-chopped onions in butter. Cook your burger patties. Next, put about a teaspoon of onions on top of the burger, spread them out, then put two slices of American cheese on top of the onions and put the lid on the pan. In a few minutes the cheese will be completely melted, and when it is it's time to eat.

[NurseJackie]

29. Grilled cheese sandwiches from Velveeta slices... Mmmmm!

The best!

[Freddie]

53. Agreed

Velveeta makes a great grilled cheese. But Cheez Whiz has changed, gross now.

[Brother Buzz]

55. I beg to differ

The best grilled cheese sandwiches were made from.....Gobment Cheese. Times have been better.

[catbyte]

30. I can't make my favorite breakfast without a slice or two of American cheese.

Nothing beats a carmelized onion and tomato omelet with melted American cheese to glom it all together. Pour Tabasco sauce on it, serve with whole wheat toast & homemade strawberry freezer jam. Nirvana.

However, "Nacho" cheese--that vile stuff that glops out of a pump-style dispenser that should hold catsup--is an abomination.

[crazycatlady]

56. nacho 'cheese' reminds me of a high school job

I worked concession at a movie theater (96-97). We sold a few dozen orders of nachos a night (chips and the cheese to dip. I still have an image of the giant can it came in and cleaning it up every night. Ugh.

[catbyte]

57. Ew, lol. I'll bet that was a real gloopy, gloppy mess.

It's worse than that spray cheese out of a can.

[crazycatlady]

58. It was basically solid-- think the texture of slime

And it was emptied in the morning into the warmer. I don't remember replacing it throughout the day once because we didn't sell that many.

[MFM008]

31. Deli style

American is good. Not wrapped in plastic.

[Lithos]

33. Problem with Kraft

They may have invented a market for several items, they were out innovated by others who do things far better. Annies mac and cheese is far better. Even for the lowly sliced cheese, I can go to my local HEB and get something that tastes far better, made of 100% cheese (not cheese product) and is still cheaper. The same goes for others of their product line. The only Kraft products we still consistently purchase are Ketchup and Jello. Sometimes we get a Toblerone or a Cadbury chocolate but they are not our preferred brands.

L-

[zeusdogmom]

37. I get the 5 ib. loaf of American cheese from Costco

Slices are not wrapped in plastic. Makes the best grilled cheese and my version of quick macaroni and cheese. Cook some macaroni, drain, add a bit of milk and as many slices of cheese as you want. Melt and eat. We didn't use the blue box. Ever. Still hands down favorite for a quick, budget friendly meal. Even better served with sliced cucumbers and vinegar. Yeah, I know - we sometimes eat funny in my family. But we are happy and healthy.

That sliced cheese is also a favorite of Zeus Dog.

[Honeycombe8]

41. I hope it can do something to turn things around.

Kraft employs a lot of people and is a good quality brand, for what it sells. I never cared for American cheese, even when I was young. As the years have gone by, I eat less and less processed foods.

I will buy Kraft shredded cheddar and white cheeses. And Kraft salad dressings sometimes. But I'm not a mac and cheese, bologna, or sliced cheese product person. I guess many others are not, either.

I hope it can do something to turn things around.

[Duppers]

42. My big dogs like it as a quick treat. nt

[madinmaryland]

44. Kraft's iconic American cheaters are losing ground in today's America.

Just sayin’

[BobTheSubgenius]

50. Processed "cheese?"

It's emulsified linoleum.

[The Velveteen Ocelot]

51. Good, because that stuff is nasty.

[democratisphere]

52. Kraft makes great products. Eat a variety of their foods all the time.

[Renew Deal]

54. Three out of four Kraft products in this article are garbage

The Mac and Cheese is about as artificial as it comes. Kraft singles can barely be called Cheese. Kool-aid is equivalent to a chemical. Jello is what it is.

[hatrack]

63. Hmm. . . cheese that tastes like cheese vs. cheese that tastes like caulking

Oh, caulking in gratuitous plastic wrap to boot.

Tough call!

[GulfCoast66]

66. In my opinion this thread displays a symptom of America's problem...

I grew up eating processed cheese products and once a year or so I make a batch of Rotel dip for memories sake.

But generally we eat real cheese from craft producers in the US or Europe. But that stuff is expensive! $12-16 per pound. My wife and I are a part of the 1/3 of Americans who have done very well over the past 30 years. But way to many Americans, a majority if fact, have not.

It’s the same lament we read often here about food deserts where fresh produce is not available. It not because the people in those areas don’t want it. And not because no one is filling the need as part of a plot. It’s expensive to a family of 4 making 45K a year!

We have got to find a way to increase the wages of most Americans so they can experience the joy of eating Mac and Cheese made with something the equivalent of Emmentaller or Raclette or even high quality American cheese that is often even better now a days. On a regular basis.

Kraft Foods would be able to produce better cheese and happy to do so if the market was there. They would not be fancy-pants European cheeses, but could be real cheese.

When I visit my family in rural Louisiana and Arkansas I just don’t talk about my dietary habits. They would love to eat better but just can’t afford to.

Even something as simple as green beans. Frozen green beans are often better than fresh. But they take an hour to really cook. You take a family of 4 or 5 where the parents are working 8-10 hours a day, and microwaving a can of nutrient deficient beans bought 3 for a dollar on sale is often the only way they see to feed their family without hitting MacDonalds. Which is very cheap. And is often turned to.

Obviously this is a hot button for me. I come from a culture where fresh vegetables used to take pride of place on the table. But 40 years of further impoverishment has almost driven that from their memory.

I realize lots of people eat processed food because they like it even if they can afford better. Like the bourbon I drink it may kill me!

Unfortunately for too many Americans, they have no choice. It is all they can afford.

Sorry for the rant. But it hit a nerve.

[Owl]

67. LOVE Kraft Mac & cheese!

[malaise]

68. It's fake cheese

and it tastes disgusting

[lillypaddle]

69. There is American cheese food product

That's the Kraft singles, individually wrapped, which I won't touch - ugh. And then there is Kraft American cheese slices, which I use in mac & cheese & grilled cheese sandwiches, because it melts great.

I have yet to find a substitute - I use a lot of cheddar, but it doesn't do it for me in mac & cheese.