Today In Nausea

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Velveeta® is staging a comeback

New York (CNN Business) 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.

"We recognized that as a great business opportunity," said Kelsey Rice, senior brand communications manager for Velveeta®.

Velveeta® wanted to make a big swing, not just to boost sales but to establish itself as part of the culture. "We think Velveeta® is an iconic brand, and it should be seen and viewed as such," she said.

To change its image, Velveeta® has had to change the way it talks about itself.

That means fewer commercials about affordable, meltable cheese, and more marketing stunts like cheese-scented nail polish and pricey Velveeta® martinis.

Cute enough name to hang in the galley, but we cannot recommend it as a Velveeta® substitute.