Cheese sauce to carry in your pocket, the latest innovation from Kraft Heinz

Jane Anderson
Jane Anderson
Salsa de queso Velveeta

Cheese lovers are ready to enjoy their favorite delicacy anytime, anywhere, and in Kraft Heinz They are aware of it. Willing to provide new opportunities to consumers, your brand Velveeta has created Vel2Goa limited edition of cheese sauce in take-out portions with which it also ventures into the condiments category.

The innovation responds, as the company explains in a statement, to the new generations’ taste for condiments, that they use to enhance the flavor of their meals. However, there was a gap in the market for cheese lovers as there were no products that offered this ingredient in a takeaway sauce format.
With Vel2Go the brand seeks make product consumption easier on any occasion.

Our fans know that Velveeta is more than just cheese: it’s a lifestyle of indulgence, a celebration of outrageous pleasure, and a siren song for others to embrace the things they love.“said Stephanie Vance, Brand Manager at Velveeta. “We created Vel2Go as a portable option that’s more than just a condiment: it’s the ultimate ally that frees appetite and food for good mood in ways other condiments can’t.”.

The brand markets the new product through the supermarket chain Walmart, where the limited edition Vel2Go will be available while supplies last. It is presented in packs of three boxes with four packages of seasoning each, and sells for $5.91.

The launch of Vel2Go comes after the launch of the prepared cheese sauce, which comes in glass jars and in three different flavors. Kraf Heinz points out that both developments are a sign of the brand’s commitment to new formats that bring the product closer to consumers.

It also understands it as an expression of its brand philosophy, reflected in the claim “La Dolce Velveeta”. The play on words between the brand name and the Italian expression “la dolce vita” invites cheese lovers to discover pleasure and live without complexes enjoying the things they love most.

Vel2Go is not Kraft Heinz’s first innovation in the sauces and condiments department. What’s more, it has a extensive history of product developmentespecially through Heinz and their ketchups and mayonnaise. Last year it launched Heinz Pickle, a pickle-flavored ketchup; and the previous year it teamed up with Absolut to launch a sauce for penne alla vodka. In 2022 it also created a takeaway burger sauce.