Kraft Heinz unveils Velveeta frozen snacks line - Just Food
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Kraft Heinz unveils Velveeta frozen snacks line

12 Jan 2017

Kraft Heinz is expanding its Velveeta cheese brand into the frozen aisles in the US with the launch of two snack products.

Kraft Heinz unveils Velveeta frozen snacks line

Kraft Heinz is expanding its Velveeta cheese brand into the frozen aisles in the US with the launch of two snack products.

The company said the new Velveeta Stuffed Grilled Cheese and Velveeta Cheesy Bites had been developed in response to research showing the majority of Americans are eating multiple snacks and smaller meals.

Kraft Heinz said the stuffed grilled cheese product is microwaveable in one minute. “With up to 80% of Velveeta consumers buying frozen snacks and meals, people who love to make grilled cheese sandwiches with Velveeta now have a convenient frozen option,” the company said.

Velveeta Cheesy Bites are on offer in both original and salsa con queso, which Kraft Heinz said is a flavour based on an existing Velveeta Queso dip recipe.

The stuffed grilled cheese product comes in boxes of two or six sandwiches, while both flavours of cheesy bites are available in 6oz or 18oz boxes. All of the frozen snacks are made with real milk and Velveeta cheese, Kraft Heinz said. They are available at grocery and major retailers in the US at a suggested retail price of US$4.99 (18oz).

In November, Kraft Heinz booked higher third-quarter profits as aggressive cost cutting continued to offset lower sales.

Reports last month that Kraft Heinz could be preparing a takeover attempt for Mondelez International saw a jump in trading of the Oreo and Cadbury owner’s shares.