Velveeta is the brand name of a processed cheese product having a taste that is identified as a type of American cheese, but with a softer and smoother texture than cheese. As a result, when melted/heated, Velveeta maintains a fully integrated, even, clump-free liquid texture -- the opposite of what results when cheese is melted or cooked at high heat. It was invented in 1908 by Caleb Hommel of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company, and was sold to Kraft Foods in 1927. The product was advertised at the time as an allegedly nutritious health food. According to Kraft's website, in the 1930s, Velveeta became the first cheese product to gain the American Medical Association's seal of approval. It was reformulated in 1953 as a cheese spread. Velveeta is labeled in the United States as a "Pasteurized Recipe Cheese Product" (see processed cheese). The name "Velveeta" is intended to connote avelvety smooth edible product. Smoothness and melting ability are promoted as its properties that result by reincorporating the whey with the curd. The brand has also been successfully spun-off into a varied, Velveeta-based product line.