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I'm unsure of the provenance of this recipe. It is one my Mom made in the 70's - most likely inspired from a recipe in one of her Better Ladies Garden & Home-type magazines.
Miracle Whip is a registered trademark of Kraft Foods. So it's very likely they came up with the original recipe in their test kitchens.
Either way, it's a great cake! It's very simple - and one way I like to "dress it up" is to bake it in a Bundt cake pan and sprinkle powdered sugar over the top before serving, or drizzle on top some dark chocolate.