Velveeta is the bran name of a processed cheese product first made in 1918 by Swiss immigrant Emil Frey 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. Velveeta features a soft, creamy texture and a distinctive taste that advertisers compare to cheddar cheese, and it is noted for its easy melting. Some consumers compare Velveeta's taste to American cheese, Cheez Whiz, and Easy Mac. The product is made, in part, of whey, a by-product of cheese-making. Velveeta is classified by the United States Food and Drug Administration as pasteurized process cheese product (see processed cheese). For a time during the 1980s, Velveeta used the advertising jingle, "Colby, Swiss and Cheddar, blended all together" in its U.S. television commercials to explain its unique taste. Velveeta does need to be refrigerated after opening.