"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, and evenly clump-free liquid texture\u2014the opposite of what results when cheese is melted or cooked at high heat. It was invented in 1918 by Emil Frey of the Monroe Cheese Company in Monroe, New York."@en . . .