To change its image, Velveeta has had to change the way it talks about itself.
New York In 2020, something incredible happened in the dairy aisle: Velveeta started flying off the shelves.
Sales of the processed cheese product, which food snobs love to hate, have been in decline for years. Then the pandemic hit, and suddenly stressed-out, homebound people wanted Velveeta for their queso, fudge and extra-cheesy mac and cheese. The sudden interest in the brand presented a rare chance to reintroduce itself to new customers, and to those who hadn't bought Velveeta in years.
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