- Kraft Heinz’s Velveeta brand is launching several line extensions, including its first-ever Queso offering, as part of the company’s continuing efforts to reach younger consumers.
- In addition to the ready-to-eat queso, which will come in three flavors, the brand is introducing two new flavors of its boxed Shells and Cheese product, as well as a gluten-free offering.
- The product extensions are all part of the company’s overarching “La Dolce Velveeta” marketing campaign, which encourages consumers to live a life of unapologetic pleasure.
According to the company, consumers purchase more than 125 million pounds of Velveeta processed cheese loaf every year to make queso dip, so eliminating the middleman seemed like a natural progression.
“Launching a ready-to-eat queso has always been an ambition for the brand,” said Alison Kelly, director, Velveeta. “We know consumers make queso using our product and we also know that it can be time-consuming and requires multiple ingredients.”
The ready-to-eat queso will initially be available in three varieties – Queso Con Salsa, Queso Blanco and Jalapeno – and will be packaged in re-sealable jars. Meanwhile, the two new flavors of Shells and Cheese will be Pizza and Buffalo, drawing inspiration from consumers adding spice and flavor to their traditional mac and cheese making, Kelly said.
“Velveeta is following consumer preferences and demands, crafting flavors and varieties that appeal directly to their target audience,” Kelly said.
The line extensions, which are the first in five years for the brand overall (and the first in twelve years for the Shells and Cheese product) are part of Velveeta’s “La Dolce Velveeta” marketing strategy, which has targeted younger consumers by encouraging them to live a life of unapologetic pleasure. Executions under that umbrella include making a Velveeta-colored hair dye, creating on-demand delivery boxes of macaroni and cheese and a Velveeta-drop-shaped lip ring.
“While these creative launches are an important lever within the marketing mix, the brand has also been hard at work on innovation, looking to bring new and exciting options to consumers as their needs and preferences continue to evolve,” she said.
