You have to get up pretty oily to match Kraft’s label


Rather an oily claim

Mr. Tidbit freely acknowledges that he doesn’t buy lots of salad dressing, mainly because he doesn’t eat lots of salad. He does try to keep track of developments in that grocery aisle, but although new dressings are plentiful, often they are simply new flavors, not new categories.

He believes he remembers when American interest in vinaigrette was limited to speculating about the contents (vinegar plus . . .  ette?), but he knows that we are now much more sophisticated and that there are now lots of varieties of bottled vinaigrette. He thought, however, that he was detecting something substantial when he saw Kraft’s new line of Olive Oil Vinaigrettes. There are five kinds (Balsamic, Italian, Raspberry, Parmesan Pesto and Roasted Red Pepper); at one discount store all the 14-ounce bottles were $2.12 (15 cents an ounce).

Hmm. The band on the neck of each bottle reads “Made with extra virgin olive oil.” That could mean what Mr. Tidbit thought was implied by the much larger type on the main label: Kraft OLIVE OIL vinaigrettes.” Or it could mean only that among the ingredients it’s made with, one can find extra virgin olive oil.

A close look at the ingredient list reveals that in every case the ingredients of Kraft’s new Olive Oil Vinaigrettes include extra virgin olive oil, canola oil and soybean oil.


On a later visit to the same store, he noticed that among the many vinaigrettes that Kraft already provided (the five at that store were Caesar with Parmesan, Balsamic, Greek, Light Raspberry and Light Balsamic – all in 16-ounce bottles for $2.09 – just 13 cents an ounce), the Light Balsamic was made with . . . only extra-virgin olive oil.


Regional BBQ sauces

New from Heinz are five “authentic regional” BBQ sauces (in upside-down bottles that are a slightly different size for each but average around 19 ounces): Texas (“bold & spicy”), Memphis (“sweet & spicy”), Kansas City (“sweet & smoky”), and Carolina vinegar style (“tangy”). The fifth sauce – Classic (“sweet & thick”) – isn’t regional at all, but it makes up for its lack of a decent home by coming in the biggest bottle (21.4 ounces). All are $2.19 at one discount store. A four-pack sampler collection of the four regional sauces, 45.8 ounces total (so each is about half-size), is $5.58 at another discount store.


Al Sicherman

Author: Al Sicherman

Al Sicherman and his used dog, Gus, live in Minneapolis. Al is on the left/

5 thoughts on “You have to get up pretty oily to match Kraft’s label”

  1. Al , I’d love to get your soufflé recipe. I had it years ago but it’s lost.
    Very much enjoy your tidbits.

  2. This isn’t about salad dressing, but rather it’s about something I find amusing. First, Heinz comes out with mustard . . . so you can enjoy Heinz catsup with Heinz mustard. Then, French’s comes out with catsup . . . so you can enjoy French’s mustard with Heinz catsup. Does anyone else find this silly? (Yes, yes, I know. Another first world problem.)

  3. From Murder Must Advertise by Dorothy L Sayers:

    “Of course, there is some truth in advertising. There’s yeast in bread, but you can’t make bread with yeast alone. Truth in advertising,” announced Lord Peter sententiously, “is like leaven, which a woman hid in three measures of meal. It provides a suitable quantity of gas, with which to blow out a mass of crude misrepresentation into a form that the public can swallow. Which incidentally brings me to the delicate and important distinction between the words ‘with’ and ‘from.’ Suppose you are advertising lemonade, or, not to be invidious, we will say Perry. If you say ‘Our Perry is made from fresh-plucked pears only,’ then it’s got to be made from pears only, or the statement is actionable; if you just say it is made ‘from pears,’ without the ‘only,’ the betting is that it is probably made chiefly of pears; but if you say, ‘made with pears,’ you generally mean that you use a peck of pears to a ton of turnips, and the law cannot touch you—such are the niceties of our English tongue.”

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