How the Revolutionary 'Cheese Food' Velveeta Became a Super Bowl Staple

The history behind its existence, and why it makes such a good dip

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Exactly six years ago, as football fans were gearing up for Super Bowl XLVIII, a minor crisis erupted in the shopping aisles of America. It began as a rumor, a suspected hoax, until Kraft Foods took to Facebook to confirm the worst in a Jan. 9 post: “As you have likely seen or heard by now, there is currently limited availability of some Velveeta products in many stores nationwide.” The Cheesepocalypse was upon us.

Fortunately, the world did not end, the game went on and caloric intake was uninterrupted.



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This story first appeared in the Jan. 27, 2020, issue of Adweek magazine. Click here to subscribe.