USA: Kraft Heinz launches frozen Velveeta products

The US processed cheese brand Velveeta will be entering the frozen food market with the launch of two new products, FMCG giant Kraft Heinz has announced.

The two new snack-style products are Velveeta Stuffed Grilled Cheese and Velveeta Cheesy Bites and are designed to give consumers a convenient frozen option that is microwavable in one minute. Velveeta Stuffed Grilled Cheese is available in boxes of two or six sandwiches, while Velveeta Cheesy Bites come in Original and Salsa con Queso flavours and will be available in boxes of in 6oz and 18oz.

Commenting on the launch, KraftHeinz brand manager for frozen snacks Caio Santos said: “As an iconic American brand, we believe Velveeta will bring excitement to the frozen aisle”, adding: “These are convenient frozen snacks that capture the true Velveeta experience, Liquid Gold taste and melt. From weekend entertaining to an after school treat, our bites and grilled cheese are cravable for every Velveeta lover out there”.

Velveeta Frozen Snacks will go on sale at an RRP of $4.99 for an 18oz box.

Source: Kraft Heinz