VELVEETA Enters the Condiment Aisle with Launch of “Vel2Go” Packets
VELVEETA, a Kraft Heinz (KHC) brand, has launched Vel2Go, its first-ever single-serve cheese packets, marking the brand's entry into the condiment category. This -edition product aims to meet the growing demand for portable condiments, particularly among millennials and Gen Z, with one in four bringing their own condiments on-the-go.
The product will be available exclusively on Walmart.com at $5.91 for three cartons, each containing four packets. This launch follows VELVEETA's recent introduction of ready-to-eat queso, demonstrating the brand's strategy to expand into new formats.
The initiative targets the unmet market need for convenient cheese condiments, allowing consumers to add VELVEETA cheese to various foods from drive-thru fries to stadium hot dogs, aligning with the brand's 'La Dolce Velveeta' lifestyle marketing campaign.
VELVEETA, un marchio di Kraft Heinz (KHC), ha lanciato Vel2Go, i suoi primi packet di formaggio monodose, segnando l'ingresso del marchio nella categoria dei condimenti. Questo prodotto in edizione limitata mira a soddisfare la crescente domanda di condimenti portatili, in particolare tra i millennial e la Gen Z, con uno su quattro che porta i propri condimenti in movimento.
Il prodotto sarà disponibile esclusivamente su Walmart.com al prezzo di 5,91 dollari per tre cartoni, ognuno contenente quattro packet. Questo lancio segue la recente introduzione di queso pronto da mangiare da parte di VELVEETA, dimostrando la strategia del marchio di espandersi in nuovi formati.
L'iniziativa mira a soddisfare l'esigenza di un mercato non ancora coperto per condimenti di formaggio comodi, consentendo ai consumatori di aggiungere il formaggio VELVEETA a vari alimenti, dalle patatine al drive-thru ai hot dog degli stadi, in linea con la campagna di marketing 'La Dolce Velveeta' del marchio.
VELVEETA, una marca de Kraft Heinz (KHC), ha lanzado Vel2Go, sus primeros paquetes de queso de una sola porción, marcando la entrada de la marca en la categoría de condimentos. Este producto de edición limitada tiene como objetivo satisfacer la creciente demanda de condimentos portátiles, especialmente entre los millennials y la Generación Z, con uno de cada cuatro que lleva sus propios condimentos mientras están en movimiento.
El producto estará disponible exclusivamente en Walmart.com a $5.91 por tres cartones, cada uno conteniendo cuatro paquetes. Este lanzamiento sigue la reciente introducción de queso listo para comer por parte de VELVEETA, demostrando la estrategia de la marca para expandirse a nuevos formatos.
La iniciativa apunta a satisfacer la necesidad de mercado no cubierta de condimentos de queso convenientes, permitiendo a los consumidores agregar queso VELVEETA a varios alimentos, desde papas fritas de autoservicio hasta hot dogs de estadios, alineándose con la campaña de marketing 'La Dolce Velveeta' de la marca.
VELVEETA, Kraft Heinz (KHC) 브랜드가 Vel2Go를 출시했습니다. 이는 브랜드 최초의 1인분 치즈 패킷으로, 브랜드가 조미료 카테고리에 진입하는 것을 의미합니다. 이 제한판 제품은 밀레니얼 세대와 Z세대 사이에서 특히 인기를 끌고 있는 휴대 가능한 조미료에 대한 수요 증가에 부응하여 출시되었습니다. 4명 중 1명은 이동 중에 자신의 조미료를 가져갑니다.
이 제품은 Walmart.com에서 3개 상자에 5.91달러에 독점 판매됩니다. 각 상자에는 4개의 패킷이 들어 있습니다. 이는 VELVEETA가 최근에 즉석에서 먹을 수 있는 queso를 소개한 후의 출시로, 브랜드가 새로운 포맷으로 확장하려는 전략을 보여줍니다.
이 이니셔티브는 편리한 치즈 조미료에 대한 충족되지 않은 시장 요구를 목표로 하며, 소비자가 드라이브 스루 감자튀김부터 경기장 핫도그까지 다양한 음식에 VELVEETA 치즈를 추가할 수 있도록 합니다. 이는 브랜드의 'La Dolce Velveeta' 라이프스타일 마케팅 캠페인과 일치합니다.
VELVEETA, une marque de Kraft Heinz (KHC), a lancé Vel2Go, ses premiers sachets de fromage à portion unique, marquant l'entrée de la marque dans la catégorie des condiments. Ce produit en édition limitée vise à répondre à la demande croissante de condiments portables, en particulier chez les millennials et la Gen Z, un quart des consommateurs apportant leurs propres condiments lors de leurs déplacements.
Le produit sera disponible exclusivement sur Walmart.com au prix de 5,91 $ pour trois cartons, chacun contenant quatre sachets. Ce lancement fait suite à l'introduction récente par VELVEETA d'un queso prêt à manger, démontrant la stratégie de la marque pour s'étendre à de nouveaux formats.
Cette initiative vise à répondre à un besoin de marché non satisfait pour des condiments au fromage pratiques, permettant aux consommateurs d'ajouter du fromage VELVEETA à divers aliments, des frites à emporter aux hot dogs de stade, s'alignant sur la campagne de marketing de style de vie 'La Dolce Velveeta' de la marque.
VELVEETA, eine Marke von Kraft Heinz (KHC), hat Vel2Go eingeführt, ihre ersten Single-Serve-Käsepäckchen, die den Einstieg der Marke in die Kategorie der Würzmittel markieren. Dieses limitierte Produkt zielt darauf ab, der wachsenden Nachfrage nach tragbaren Würzmitteln gerecht zu werden, insbesondere unter Millennials und der Generation Z, wobei jeder Vierte eigene Würzmittel mitnimmt.
Das Produkt wird ausschließlich auf Walmart.com zum Preis von 5,91 USD für drei Kartons angeboten, wobei jeder Karton vier Päckchen enthält. Dieser Launch folgt der jüngsten Einführung von verzehrfertigem Queso durch VELVEETA und zeigt die Strategie der Marke, in neue Formate zu expandieren.
Die Initiative zielt auf das unbefriedigte Marktbedürfnis nach praktischen Käse-Würzmitteln ab und ermöglicht es den Verbrauchern, VELVEETA-Käse zu verschiedenen Speisen hinzuzufügen, von Drive-Thru-Pommes Frites bis hin zu Stadion-Hotdogs, und stimmen mit der Lifestyle-Marketingkampagne 'La Dolce Velveeta' der Marke überein.
- Entry into new product category with portable condiments
- Strategic expansion through new product formats
- Targeting growing millennial and Gen Z market segment
- Partnership with major retailer Walmart for distribution
- distribution through single retail channel
- edition offering may restrict long-term revenue potential
Insights
The launch of Vel2Go marks a calculated expansion by Kraft Heinz (KHC) into the rapidly growing portable condiment market, with several strategic implications worth noting:
The timing is particularly strategic, as the condiment industry is experiencing a shift toward convenience and portability. With 25% of millennials and Gen Z carrying personal condiments, this represents a substantial untapped market. The product's exclusive launch through Walmart.com indicates a controlled rollout strategy, likely to test market reception before a broader retail deployment.
From a business perspective, this launch carries multiple advantages:
- Market Creation: By introducing the first on-the-go cheese packet, KHC is essentially creating a new product category, potentially establishing early market dominance
- Portfolio Synergy: Following the ready-to-eat queso launch, this expansion demonstrates KHC's systematic approach to modernizing its legacy brands
- Premium Positioning: The pricing structure suggests a premium strategy while maintaining accessibility, potentially driving higher margins compared to traditional VELVEETA products
While the immediate revenue impact may be modest given the initial distribution, the long-term potential lies in category expansion and brand modernization. This launch represents KHC's broader strategy of rejuvenating mature brands through innovation, particularly targeting younger consumers who prioritize convenience and unique food experiences.
Marking the first single-serve offering from the brand, Vel2Go enables fans to add VELVEETA cheese to anything – anytime, anywhere
VELVEETA Enters the Condiment Aisle with Launch of “Vel2Go” Packets (Photo: Business Wire)
One in four millennials and Gen Z bring their own condiments on-the-go to elevate everyday meals1. Yet, cheese lovers are left dissatisfied due to lack of convenient, cheese condiments – until now. For over 100 years, VELVEETA fans have unlocked unrestrained pleasure by adding the cheesy goodness to foods like nachos, hamburgers, vegetables – even a bowl of ramen. Now, with the launch of Vel2Go—the first on-the-go cheese packet on the market – the brand is making it easier than ever for fans to elevate any food item to satisfy those cheesy cravings – whether it be drive-thru fries or a stadium hot dog.
“Our fans know VELVEETA is more than just cheese – it’s a lifestyle of indulgence – a celebration of outrageous pleasure, and a siren’s call for others to go all in on the things they love,” said Stephanie Vance, Brand Manager for VELVEETA. “We created Vel2Go as a portable offering that’s more than just a condiment – it’s the ultimate wingman that unleashes craveability and big mood food in ways other condiments can’t.”
The launch of Vel2Go comes on the heels of the brand’s launch of ready-to-eat queso earlier this year, reinforcing VELVEETA’S efforts to double down on new formats and go all in on cheesy pleasure. Vel2Go is also the latest example of how VELVEETA is encouraging pleasure seekers to live “La Dolce Velveeta,” and embrace what the brand stands for – unapologetically living for outrageous pleasure every day and indulging in the things they love most.
Starting today, pleasure seekers can purchase the limited run of Vel2Go on Walmart.com for
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately
1 Food Dive: Gen Z Heat Seekers Leading Hot Sauce Boom
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Kate Mitchell
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Source: The Kraft Heinz Company
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