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14 Cheesy Facts About Velveeta

You can mix it into a casserole, melt it into a dip, squirt it on top of a salad and, apparently, bake it into fudge. No matter how you slice it (or dice it, or nuke it), Velveeta is an iconic brand, and a testament to the wondrous power of American food processing. Here, we take a look at the company’s early days, its evolution, and the real driving force behind Ro-Tel dip.

1. IT WAS INVENTED TO SALVAGE BROKEN CHEESE WHEELS.

Back in the early 1900s, New York’s Monroe Cheese Company was one of the country’s most successful cheese makers. It had a big problem, however: Many of the Swiss cheese wheels that came out of its Pennsylvania factory were broken or misshapen. So the company sent some of its discarded product to in-house cheese wiz Emil Frey, a Swiss immigrant who’d recently invented Liederkranz, a popular American take on Limburger cheese. Frey tinkered around with the cheese pieces on his home stove, and eventually found that by adding byproducts like whey back into the cheese, he could create a smooth, pliable food product. When melted, it had a velvety consistency to it, so Frey called it Velveeta.

2. KRAFT BOUGHT THE COMPANY AND MADE SOME TWEAKS.

For four years, Velveeta operated independently out of Monroe, N.Y., until Kraft purchased it in 1927. Kraft, which had made its own strides in processed cheese technology, wanted another weapon to add to its arsenal, and the company tinkered with Frey’s formula in-house while using the Swiss inventor’s name in marketing materials. 

3. IT WAS ORIGINALLY MARKETED AS A HEALTHY PRODUCT.

Adding whey back into the mixture, the company reasoned, bumped up Velveeta’s nutritional value. Check out this TV ad from 1958, which targets "weight-watching moms" and their “youngsters.”

4. IT HAD THE AMERICAN MEDICAL ASSOCIATION'S STAMP OF APPROVAL.

In 1931, the AMA claimed Velveeta had all the nutritional qualities to promote “firm flesh.” These were the days of doctor-endorsed cigarettes, after all.

5. EARLY RECIPES INCLUDED POURING IT OVER TOASTED PEANUT BUTTER SANDWICHES.

An ad in Better Homes and Gardens, 1953. Jamie, Flickr // CC BY-NC 2.0

The company’s early ads instructed housewives to make a cheese sauce using ½ pound of Velveeta and ¼ cup of milk, then pour it "over toasted sandwiches of peanut butter and pickles." Sounds… delightful.

6. IT WAS HUGE IN GERMANY.

Demand was so high for Velveta, as it was called there, that the company’s plant in Lindenberg could barely keep up once the product was introduced in Germany in 1937

7. KRAFT BEGAN PROMOTING IT AS A DIP TO AVOID INTERNAL COMPETITION.

An ad from 1951. Jamie, Flickr // CC BY 2.0

In the ‘50s, Kraft came out with pre-sliced cheese, which brought it perilously close to competing with the blocks of Velveeta it was instructing shoppers to slice up. So the company put all its advertising heft behind Velveeta as a dip and a sauce.

8. IT'S NOT REALLY CHEESE.

Real cheese used to be part of the product, but these days Velveeta is mainly whey protein concentrate and milk protein concentrate mixed with milk, fat and preservatives—which is not technically cheese by the Food and Drug Administration’s standards. In 2002, the FDA sent the company a warning letter asking them change their labeling from “cheese spread” to “cheese product,” and Kraft complied.

9. PEOPLE LIKE TO MAKE THEIR OWN HOMEMADE VERSIONS.

Apparently you don’t need to be a multinational food conglomerate to make Velveeta. You just need some milk, shredded cheese, salt and gelatin. 

10. IF YOU LOVE RO-TEL DIP, IT'S PROBABLY BECAUSE OF A CALCULATED MARKETING MOVE.

For years, people in the south have been combining cans of Ro-Tel diced tomatoes and chilies with blocks of Velveeta to make a delicious dip. Lyndon and Ladybird Johnson were apparently big fans. But it wasn’t until 2004 that the dish gained any marketing muscle. That’s when food giant ConAgra, which purchased Ro-Tel in 2002, quietly entered into an agreement with competitor Kraft to promote cans of Ro-Tel and Velveeta side-by-side in stores and through advertisements. It was a brilliant move that boosted sales of both brands, which were slumping at the time.

11. REMEMBER CHEESEPOCALYPSE?

Back in January 2014, Kraft announced a shortage of Velveeta due to a recall and transition to a new production facility. The timing couldn’t have been worse, falling just weeks before the Super Bowl. Some people wondered if it was all a publicity stunt, something the company denied. Others proceeded to lose their minds.

12. TURNS OUT THAT WAS A BIG WIN FOR THE COMPANY.

Rather than shrink from the “Cheesepocalype” controversy, Kraft embraced it with straightforward communication and a welcome dose of irony, referring to Velveeta as “our nation’s most precious commodity: Liquid Gold.” They also created a website that tracked the shortage across the country. Fans poured their hearts out on social media, and the buzz proved way more valuable than advertising.

13. CHEFS USE IT.

And celebrities with cooking shows! And there are more of them using it than you’d think. They seem to prefer the sneak-it-in method for a quick, easy flavor boost.

14. THERE'S AN '80S COVER BAND CALLED VELVEETA.

They play all the cheesiest hits of the decade.

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iStock // Ekaterina Minaeva
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technology
Man Buys Two Metric Tons of LEGO Bricks; Sorts Them Via Machine Learning
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iStock // Ekaterina Minaeva

Jacques Mattheij made a small, but awesome, mistake. He went on eBay one evening and bid on a bunch of bulk LEGO brick auctions, then went to sleep. Upon waking, he discovered that he was the high bidder on many, and was now the proud owner of two tons of LEGO bricks. (This is about 4400 pounds.) He wrote, "[L]esson 1: if you win almost all bids you are bidding too high."

Mattheij had noticed that bulk, unsorted bricks sell for something like €10/kilogram, whereas sets are roughly €40/kg and rare parts go for up to €100/kg. Much of the value of the bricks is in their sorting. If he could reduce the entropy of these bins of unsorted bricks, he could make a tidy profit. While many people do this work by hand, the problem is enormous—just the kind of challenge for a computer. Mattheij writes:

There are 38000+ shapes and there are 100+ possible shades of color (you can roughly tell how old someone is by asking them what lego colors they remember from their youth).

In the following months, Mattheij built a proof-of-concept sorting system using, of course, LEGO. He broke the problem down into a series of sub-problems (including "feeding LEGO reliably from a hopper is surprisingly hard," one of those facts of nature that will stymie even the best system design). After tinkering with the prototype at length, he expanded the system to a surprisingly complex system of conveyer belts (powered by a home treadmill), various pieces of cabinetry, and "copious quantities of crazy glue."

Here's a video showing the current system running at low speed:

The key part of the system was running the bricks past a camera paired with a computer running a neural net-based image classifier. That allows the computer (when sufficiently trained on brick images) to recognize bricks and thus categorize them by color, shape, or other parameters. Remember that as bricks pass by, they can be in any orientation, can be dirty, can even be stuck to other pieces. So having a flexible software system is key to recognizing—in a fraction of a second—what a given brick is, in order to sort it out. When a match is found, a jet of compressed air pops the piece off the conveyer belt and into a waiting bin.

After much experimentation, Mattheij rewrote the software (several times in fact) to accomplish a variety of basic tasks. At its core, the system takes images from a webcam and feeds them to a neural network to do the classification. Of course, the neural net needs to be "trained" by showing it lots of images, and telling it what those images represent. Mattheij's breakthrough was allowing the machine to effectively train itself, with guidance: Running pieces through allows the system to take its own photos, make a guess, and build on that guess. As long as Mattheij corrects the incorrect guesses, he ends up with a decent (and self-reinforcing) corpus of training data. As the machine continues running, it can rack up more training, allowing it to recognize a broad variety of pieces on the fly.

Here's another video, focusing on how the pieces move on conveyer belts (running at slow speed so puny humans can follow). You can also see the air jets in action:

In an email interview, Mattheij told Mental Floss that the system currently sorts LEGO bricks into more than 50 categories. It can also be run in a color-sorting mode to bin the parts across 12 color groups. (Thus at present you'd likely do a two-pass sort on the bricks: once for shape, then a separate pass for color.) He continues to refine the system, with a focus on making its recognition abilities faster. At some point down the line, he plans to make the software portion open source. You're on your own as far as building conveyer belts, bins, and so forth.

Check out Mattheij's writeup in two parts for more information. It starts with an overview of the story, followed up with a deep dive on the software. He's also tweeting about the project (among other things). And if you look around a bit, you'll find bulk LEGO brick auctions online—it's definitely a thing!

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Smart Shopping
This Week's Best Amazon Deals You Can Still Get
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As a recurring feature, we share some amazing Amazon deals we’ve turned up. These items were the ones that were the most popular with our readers this week, and they’re still available.

Mental Floss has affiliate relationships with certain retailers, including Amazon, and may receive a small percentage of any sale. But we only get commission on items you buy and don’t return, so we’re only happy if you’re happy. Good luck deal hunting!

GADGETS, TOYS, AND MEDIA

Fitbit Surge Fitness Superwatch, Black, Large (US Version) for $229.94 (list price $249.95)

Brother Printer EHLL2360DW Compact Laser Printer, Duplex Printing & Wireless Networking, Refurbished for $69.99 (list price $89.99)

VicTsing Shower Speaker, Wireless Waterproof Speaker with 5W Driver, Suction Cup, Buit-in Mic, Hands-Free Speakerphone - Army Green for $18.99 (list price $24.99)

CardNinja Ultra-slim Self Adhesive Credit Card Wallet for Smartphones, Black for $6.95 (list price $12.99)

Anker Quick Charge 2.0 36W Dual USB Car Charger, PowerDrive+ 2 for Galaxy S7 / S6 / Edge / Plus, Note 5 / 4 and PowerIQ for iPhone 7 / 6s / Plus, iPad Pro / Air 2 / mini, LG, Nexus, HTC and More for $12.99 (list price $59.99)

Timex T235WY AM/FM Dual Alarm Clock Radio - White for $19.65 (list price $24.95)

Lexar JumpDrive P20 64GB USB 3.0 Flash Drive - LJDP20-64GCRBNA for $34.47 (list price $41.49)

Anker PowerLine+ Lightning Cable (6ft) Durable and Fast Charging Cable [Double Braided Nylon] for iPhone, iPad and More(White) for $13.99 (list price $39.99)

Roku Streaming Stick (3600R) - HD Streaming Player with Quad-Core Processor for $39.99 (list price $49.99)

AmazonBasics 6-Outlet Surge Protector Power Strip 2-Pack, 200 Joule - Black for $9.99 (list price $11.49)

DOSS Touch Wireless Bluetooth V4.0 Portable Speaker with HD Sound and Bass (Black) for $32.99 (list price $89.99)

Fujifilm Instax Mini Film Value Pack - 60 Images for $34.99 (list price $39.99)

Cell Phone Camera Lens - TURATA 2 in 1 Professional HD Camera Lens Kit 0.45X Super Wide Angle & 12.5X Macro Lens for iPhone7 6s 6s plus 6 plus 5s & Most Smartphone, Tablet for $11.98 (list price $30.99)

Sades Over-Ear Stereo Bass Gaming Headphone with Noise Isolation Microphone for Xbox One PC PS4 Laptop Phone for $23.99 (list price $39.99)

InkoTimes Bamboo Charging Station Dock Organizer for Apple Watch, iPhone, iPad, Universal Cell Phones and Tablets, Compatiable with Anker, RAVPower, PowerAdd, 4/5/6-Port USB Charger for $35.99 (list price $59.99)

KITCHEN

Aicok Juicer Juice Extractor High Speed for Fruit and Vegetables Dual Speed Setting Centrifugal Fruit Machine Powerful 400 Watt with Juice Jug and Cleaning Brush, Premium Food Grade Stainless Steel for $48.99 (list price $99.99)

Rabbit Wine Opener Corkscrew BEST Wine Bottle Opener - 7 Piece Rabbit Ear Bundle with Stand, Bottle Plug, Wine Aerator, Drip Ring, Foil Cutter & EXTRA Teflon Spiral + Wooden Box Perfect Gift Set for $35.00 (list price $69.99)

Magic Bullet Blender, Small, Silver, 11 Piece Set for $34.00 (list price $39.99)

ThermoPro TP03A Digital Food Cooking Thermometer Instant Read Meat Thermometer for Kitchen BBQ Grill Smoker for $10.49 (list price $29.99)

Etekcity Digital Kitchen Scale Multifunction Food Scale, 11 lb 5 kg, Silver, Stainless Steel (Batteries Included) for $13.98 (list price $39.99)

Ado Glo Kitchen Shears - Stainless Steel Multi-Function Kitchen Scissors with Sharp Blade - Professional Poultry Shears for $12.95 (list price $34.99)

ISSIKI JAPAN Professional 8 Inch Chef's Knife, Gyutou Knife, Kitchen Knife, High Carbon Stainless Steel, Sharp Cutlery, Ergonomic Handle for $24.99 (list price $125.00)

12-Pack KEURIG Compatible Water Filters by K&J - Universal Fit (NOT CUISINART) Keurig Compatible Filters - Replacement Charcoal Water Filters for Keurig 2.0 (and older) Coffee Machines for $9.95 (list price $19.95)

Hamilton Beach 22910 Brushed Stainless Steel 2-Slice Toaster for $9.24 (list price $24.99)

Spiralizer 5-Blade Vegetable Slicer, Strongest-and-Heaviest Duty, Best Veggie Pasta & Spaghetti Maker for Low Carb/Paleo/Gluten-Free Meals, With 3 Exclusive Recipe eBooks for $29.99 (list price $49.99)

Stainless Steel Mixing Bowls by Finedine (Set of 6) Polished Mirror Finish Nesting Bowls, ¾ - 1.5 - 3 - 4 - 5 - 8 Quart - Cooking Supplies for $22.95 (list price $39.95)

Hiware 12-piece Good Stainless Steel Dinner Forks Cutlery Set, 8 Inches for $15.59 (list price $22.00)

HOME

Furhaven Orthopedic Mattress Pet Bed, Large, Cream, for Dogs and Cats for $25.49 (list price $30.44)

12 Air Plant Variety Pack - Bulk Assorted Species of Live Tillandsia House Plants for Sale - Wholesale Indoor Terrarium Air Plants by Aquatic Arts for $22.99 (list price $25.08)

Estilo 1 gallon Glass Mason Jar Double Beverage Drink Dispenser On Metal Stand With Leak Free Spigot, Clear for $27.98 (list price $31.88)

Poly and Bark Ralston Writing Desk - Standard Height - in Ash Grey for $49.99 (list price $55.99)

Outsunny 3 Person Canopy Porch Swing - Black for $132.67 (list price $99.99)

Sterilite 25306P01 3 Drawer Wide Weave Tower, Espresso Frame & Drawers w/ Driftwood Handles, 1-Pack for $19.83 (list price $22.44)

AmazonBasics Mid-Back Mesh Chair for $49.58 (list price $64.99)

Mpow LED Solar light, Bright Security Lighting Outdoor Motion Sensor Lighting for Garden, Patio for $14.99 (list price $19.99)

HOMFA Fashion Heavy Duty Garment Rack with Shelves 3-Tier Shoes Rack,Coat Rack Hooks,Clothes Rack with Hanger Bar (Black) for $49.99 (list price $110.99)

Premium 8 Piece Towel Set (Grey); 2 Bath Towels, 2 Hand Towels and 4 Washcloths - Cotton - Machine Washable, Hotel Quality, Super Soft and Highly Absorbent by Utopia Towels for $25.99 (list price $43.99)

HEALTH AND BEAUTY

VicTsing 300ml Cool Mist Humidifier Ultrasonic Aroma Essential Oil Diffuser for Office Home Bedroom Living Room Study Yoga Spa - Wood Grain for $49.99 (list price $29.99)

Nerdwax Stop Slipping Glasses as Seen on Shark Tank for $12.99 (list price $14.99)

Redken Short Sculpt 19 Touchable Texturizing Gel, 3.4 Ounce for $12.46 (list price $20.00)

Oak Leaf 7X Magnification LED Lighted Makeup Mirror,Bright Shaving Bathroom Vanity Mirror with Strong Suction Cup,Touch-Activated,Rotates 360 Degrees,Daylight Color,Battery Operated for $19.99 (list price $59.99)

BraceUP Stabilizing Lumbar Lower Back Brace and Support Belt with Dual Adjustable Straps and Breathable Mesh Panels (S/M) for $23.99 (list price $45.98)

Brightdeal Replacement Brush Heads for Philips Sonicare Toothbrush E Series HX7022/66, Essence, Xtreme, Elite and Advance (6-pack) for $19.99 (list price $25.99)

Philips Sonicare Essence Sonic Electric Rechargeable Toothbrush, White for $24.95 (list price $49.99)

Swiffer Duster Refills, Unscented Dusters Refill, 20 count for $13.97 (list price $15.99)

Braun Series 9-9095cc Wet and Dry Foil Shaver for Men with Cleaning Center, Electric Men's Razor, Razors, Shavers, Cordless Shaving System for $299.99 (list price $499.99)

Johnson's 24 Hr Moisturizing Wash Soft Body Lotion 12 fl oz (6 pack) for $26.99 (list price $29.99)

Germ-X 1000042965 Moisturizing Hand Sanitizer Lotion 4 oz. (Pack of 12) for $38.53 (list price $55.28)

Radha Beauty Natural Therapeutic Frankincense Essential Oil, 4 oz. for $16.95 (list price $49.99)

FHI Brands Stylus Thermal Styling Brush, Black for $79.99 (list price $99.99)

Thayers Alcohol-free Rose Petal Witch Hazel with Aloe Vera, 12 oz for $10.51 (list price $19.95)

OFFICE, SCHOOL, AND CRAFTS

AmazonBasics Wireless Presenter for $21.00 (list price $24.99)

Anycolor 3 Pack Compatible Brother M221 M-K221 MK221 M Tape Black on White Label Tape for Brother P Touch Label Maker PT-90 PT-M95 PT-70BM PT-70 PT-65 PT-85 PT-45 (3/8" x 26.2' 9m x 8m) for $32.49 (list price $32.49)

EXPO Low-Odor Dry Erase Markers, Fine Tip, Assorted Colors, 8-Count for $7.37 (list price $11.49)

HIRALIY CH019 Aluminum Portable Laptop Stand for 13" & Smaller Laptops/Notebooks/ /Tablets (Grey) for $29.99 (list price $49.99)

Thick Classic Notebook with Pen Loop - Lemome Wide Ruled Hardcover Journal with Pocket to Write in + Page Dividers Gifts, Banded, Large, 180 Pages, 8.4 x 5.7 in for $14.99 (list price $25.99)

Clipboards (Set of 10) by Office Solutions Direct! Low Profile Clip Standard A4 Letter Size clipboard for $12.88 (list price $29.95)

VANRA Metal Mesh Desktop File Sorter Organizer Desk Tray Organize with 3 Letter Trays and 2 Vertical Upright Sections, Black for $33.98 (list price $68.80)

Paper Mate Profile Retractable Ballpoint Pens, Bold (1.4mm), Assorted Colors, 12 Count for $6.69 (list price $17.09)

Five Star Spiral Notebook, 3 Subject, College Ruled, 150 Sheets, Black, Cobalt Blue, Red, 3 PACK (73393) for $12.87 (list price $29.99)

HP Paper, Office Ultra White, 20lb, 8.5 x 11, 3 Hole Punch , 92 Bright, 500 Sheets / 1 Ream (113102R), Made In The USA for $4.01 (list price $7.01)

Sharpie Accent Retractable Highlighters, Chisel Tip, Assorted Colors, 8-Count for $7.54 (list price $8.38)

U Brands Contempo Magnetic Monthly Calendar Dry Erase Board, 11 x 14 Inches, White Frame for $5.73 (list price $8.99)

EXPO Low-Odor Dry Erase Markers, Chisel Tip, Fashion Colors, 8-Count for $4.94 (list price $8.92)

Board Dudes 18" x 22" Magnetic Dry Erase/Cork Combo Board (CYH10) for $13.19 (list price $20.23)

Electric Pencil Sharpener - Battery Operated (No Cord) - Ideal For No. 2 and Colored Pencils (Drawing, Coloring) - Small and Durable - Kid Friendly - Artist , Students , and Professionals for $16.99 (list price $34.99)

Sargent Art 36-1012 36 Count Premium Pink Eraser Best Buy Pack for $4.99 (list price $20.29)

OUTDOORS, GARDEN, AND SPORTS

SHINE HAI Double Camping Hammock, Portable Lightweight Parachute Nylon Garden Hammock, Two Persons Bed for Backpacking, Camping, Travel, Beach, Yard for $23.99 (list price $139.99)

LUXUR Casual Foldable Nylon Backpack Hiking Sport Durable Lightweight Hand Bag 33L for Men and Women Rose Red for $8.99 (list price $35.99)

Polar Bottle Insulated Water Bottle (24-Ounce) (Starburst) for $8.92 (list price $11.99)

KT TAPE PRO Kinesiology Sports Tape, 20 Precut 10in Strips, 100% Synthetic, Water Resistant, Breathable, Videos, Team USA Olympic Edition, Black for $9.99 (list price $14.99)

Polar H7 Bluetooth Heart Rate Sensor & Fitness Tracker (Black, Medium/XX-Large) for $41.12 (list price $58.49)

TaylorMade 2016 Tour Preferred Golf Balls (1 Dozen) for $24.99 (list price $39.00)

JOOLA Conversion Table Tennis Top with Foam Backing and Net Set for $308.39 (list price $374.99)

Homitt 2 Way Y Hose Connector, Garden Hose Splitter with Comfortable Rubberized Grip for Easy Garden Life for $11.99 (list price $29.99)

BLACK+DECKER LST300 12-Inch Lithium Trimmer / Edger, 20-volt for $55.30 (list price $64.99)

Caravan Sports Infinity Zero Gravity Chair, Beige for $36.23 (list price $79.99)

TOOLS

Schlage FE595 CAM 619 ACC Camelot Keypad Entry with Flex-Lock and Accent Levers, Satin Nickel for $87.73 (list price $109.67)

Etekcity 3 Pack Portable Outdoor LED Lantern with 9 AA Batteries - Camping Friendly (Black, Collapsible) for $17.99 (list price $50.99)

First Alert AF400-2 Tundra Fire Extinguisher Aerosol Spray Twin Pack for $22.49 (list price $28.92)

Maxcraft 60626 8-oz. Stubby Claw Hammer for $10.89 (list price $12.48)

Coleman Cable 02309 16/3 Vinyl Outdoor Extension Cord, Orange, 100-Feet for $22.92 (list price $26.30)

BLENDX 7mm to 19mm Ratchet Universal Sockets Metric Wrench Power Drill Adapter Set - Professional Repair Tools for $9.99 (list price $15.99)

First Alert SCO5CN Battery Operated Combination Carbon Monoxide/Smoke Alarm for $31.24 (list price $33.93)

URPOWER Tactical Flashlight Super Bright CREE LED Flashlight Zoomable Tactical Flashlight Rainproof Lighting Lamp Torch -with Rechargeable 18650 2800mAh Battery -For Cycling Hiking Camping Emergency for $10.99 (list price $39.99)

Custom Leathercraft 1100 Multi-Purpose Clip-on Zippered Poly Bags for $6.72 (list price $7.82)

Campbell Hausfeld 17-Piece Air Tool and Accessory Kit (MP284701AV) for $11.78 (list price $17.07)

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