Velveeta highlights 'unapologetic pleasure' with jarred queso and updates to Shells & Cheese

By Deniz Ataman

- Last updated on GMT

Source: Velveeta
Source: Velveeta

Related tags Kraft heinz Gluten-free

Kraft Heinz's launch of Velveeta ready-to-eat queso, Shells & Cheese flavors and gluten-free Shells & Cheese,“mark a significant step in our innovation journey,” Alison Kelly, director, Velveeta, told FoodNavigator-USA.

Velveeta’s “Dolce la Velveeta” campaign (2021), “a celebration of unapologetic pleasure,” continues to guide its innovation, with “the goal to captivate a younger audience,” Kelly said.

She added, "The new products are the latest example of our commitment to innovation that enable pleasure seekers to maximize how they enjoy life and Velveeta."

New flavors and products, like ready-to-eat queso, reflect this focus on indulgence and convenience while maintaining Velveeta’s core shelf-stable comfort food appeal.

The brand’s ready-to-eat queso “has always been an ambition” for Velveeta, and inspired by consumers who purchase 125 million pounds of Velveeta loaf every year to create their own cheesy dip, Kelly emphasized, citing data from Velveeta Loaf 2023 SPARK report.

The resealable jar features three flavors – Queso Con Salsa, Queso Blanco and Jalapeno – and highlight minimal preparation “for easy enjoyment in small

gatherings or individually,” she added.

Shells & Cheese line updated

For its long-standing Shells & Cheese line, Velveeta introduced two new flavors for the first time in 12 years – pizza and buffalo -- which contain 350 calories, 11

VSC Pizza_2 (1)
Source: Velveeta

grams of fat, 5 grams of sugar and 12 and 13 grams of protein, respectively. Kelly explained the flavors were a reflection of shifting consumer preferences for “spice and bold flavors to elevate their traditional mac and cheese dish.”

She added, “We are targeting those consumers who crave the thrill of customization and seek to reimagine classic favorites with a bold twist.”

Gluten-free shells align with younger consumers’ dietary needs

VSC Gluten Free_1 (1)
Source: Velveeta

The brand also premiered its Gluten-Free Shells & Cheese, demonstrating an awareness of consumers’ evolving demands, “but also [highlighting] our commitment to inclusivity,” Kelly said.

Estimated to be worth $6.4bn in 2022, the global gluten-free market​ is expected to grow at a compound annual growth rate of 9.8% between 2023 and 2030, marked by consumer interest in nutritional foods that align with their nuanced dietary needs.

Velveeta’s gluten-free line taps into the 13% and 14% of Gen Z and Millennials​ who follow a gluten-free diet, respectively, a contrast from 8% of Gen X and 4% of Baby Boomers who reported following the same preferences.

“By expanding our product range to accommodate diverse dietary needs, we are ensuring that individuals with sensitivities or preferences can also enjoy the signature supremely creamy cheesy goodness without compromising on taste or quality,” Kelly explained.



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