VELVEETA Unveils its First-Ever, Ready-to-Eat Queso in Three Cheesy Flavors

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VELVEETA, the iconic cheese brand, introduces its first-ever Queso offering in three tasty flavors, along with new Shells & Cheese varieties and a Gluten-Free option. This marks the brand's first innovation in five years, aiming to captivate a younger audience and provide convenient, flavorful, and customizable options for cheese lovers.

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• VELVEETA introduces innovative new products to cater to changing consumer preferences and lifestyles, including a ready-to-eat Queso, new Shells & Cheese flavors, and a Gluten-Free option, showcasing the brand's commitment to continuous innovation and meeting customer needs.

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Marking the brand’s first innovations in five years, VELVEETA is also debuting new Shells & Cheese flavors and Gluten-Free offering

CHICAGO & PITTSBURGH--(BUSINESS WIRE)-- Today, VELVEETA, the iconic cheese brand known for its supremely creamy texture that satisfies cravings, announces its first-ever Queso offering. Allowing fans to indulge in their favorite cheese on any occasion, VELVEETA Queso debuts in three delicious flavors – Queso Con Salsa, Queso Blanco, and Jalapeno – and marks the brand’s first venture into the ready-to-eat queso category.

VELVEETA Unveils its First-Ever, Ready-to-Eat Queso in Three Cheesy Flavors (Photo: Business Wire)

VELVEETA has long-been synonymous with queso – in fact, every year shoppers purchase 125 million pounds of VELVEETA loaf¹ to make the delicious cheesy dip. Despite the decades-long recipe that fans indulge in, a ready-to-eat version has yet to be available – until now. The new resealable jars offer a convenient way for fans to enjoy their favorite cheese in small groups or on their own.

Drawing inspiration from fans combining spice and bold flavors to elevate their mac & cheese, VELVEETA is also launching two new flavors of Shells and Cheese—Pizza and Buffalo. As the first new flavors of Shells & Cheese in twelve years, the product is tailored to those who relish in the excitement of customization and aims to provide even more ways to hit the spot when it comes to big mood food. Alongside the new flavors, the brand is also debuting its first-ever Gluten-Free Shells & Cheese offering as consumers lifestyles and preferences continue to evolve.

“At VELVEETA we are continuing to take big swings to establish ourselves as part of culture, pushing the boundaries not just in marketing but also innovation as we strive to captivate a younger audience,” says Alison Kelly, Director, VELVEETA. “Whether it's the convenient format of our queso for everyday indulgence, the rich flavors of our new Shells & Cheese or a gluten free version for those with dietary restrictions, VELVEETA has something for every cheese lover.”

The VELVEETA innovations are the latest example of the brand’s commitment to encourage fans to live La Dolce Velveeta, unapologetically embracing pleasure by indulging in the things they love most. Launching at retailers nationwide beginning in May, the innovations are set to elevate mealtime experiences for pleasure seekers who believe food is meant to be enjoyed. For more information follow @Velveeta on Instagram or @Cheesy_Velveeta on TikTok.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately $27 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

¹ Velveeta Loaf 2023 SPARK Data

View source version on businesswire.com: https://www.businesswire.com/news/home/20240430632749/en/

MEDIA

ALISON BROD MARKETING COMMUNICATIONS

Kraftheinz@abmc-us.com

THE KRAFT HEINZ COMPANY

Kate.Mitchell@kraftheinz.com

Source: The Kraft Heinz Company

FAQ

What new products has VELVEETA introduced?

VELVEETA has introduced its first-ever Queso offering in three flavors, new Shells & Cheese varieties, including Pizza and Buffalo, and a Gluten-Free option.

When will the new VELVEETA products be available for purchase?

The new VELVEETA products are set to launch at retailers nationwide beginning in May.

Where can I find more information about the new VELVEETA products?

For more information, follow @Velveeta on Instagram or @Cheesy_Velveeta on TikTok.

Why are the new VELVEETA products significant?

The new VELVEETA products aim to captivate a younger audience, offer convenient, flavorful options for cheese lovers, and cater to changing consumer preferences and lifestyles.