Velveeta is a brandname of processed cheese 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, rubbery texture, a distinctive taste that advertisers compare to cheddar cheese, and is noted for its easy melting.