Velveeta launches its first semi-permanent hair dye, VELVEETA Gold, allowing fans to boldly color their hair in the iconic yellow hue of Velveeta cheese; brand teams up with actress Julia Fox, who debuted the bold new look

CHICAGO and HELSINKI , April 1, 2024 (press release) –

VELVEETA Gold allows fans to boldly showcase the iconic yellow hue of VELVEETA cheese on their locks and prove they live by their own rules

Hair color plays a pivotal role in showcasing individuality - the more daring the hair, the bolder the attitude. VELVEETA, known for encouraging fans to live a life of unapologetic pleasure, is launching its very first hair dye: VELVEETA Gold. Inspired by the unmistakable yellow hue of VELVEETA’s supremely creamy and melty goodness, the limited-edition, semi-permanent hair dye isn't just a change in hair color, but a declaration of a bold and confident attitude.

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Live La Dolce VELVEETA with New Limited-Edition VELVEETA Gold Hair Dye (Photo: Business Wire)

“La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules,” said Stephanie Vance , Brand Manager for VELVEETA. “We are always looking for new ways to help fans live La Dolce Velveeta and hair was the perfect place for us to invite pleasure seekers to proudly express themselves and show off their unique style and individuality.”

To launch VELVEETA Gold, the brand tapped the queen of self-expression and unapologetic boldness: Julia Fox . Julia debuted her bold new hair for the first-time courtside at this past Sunday’s basketball game in NYC. Fox is a trendsetter that bucks convention in favor of her own intuition, embodying the brand essence and La Dolce Velveeta mindset.

“The signature Julia Fox vibe is something that can’t be explained and one that exudes confidence and continuously pushes the boundaries of the status quo,” said actress, Julia Fox . “When VELVEETA shared what their brand is all about, it truly resonated with me as I am always trying to live life to the fullest and go all in for the things I love. I love my pasta and cheese so VELVEETA is an immediate yes and VELVEETA Gold hair is a look I can totally get behind.”

VELVEETA Gold semi-permanent hair dye comes in a four-ounce jar which is enough to cover a head of short hair. For best results, apply thoroughly and evenly to dry hair and allow the product to process for twenty minutes before using a mild shampoo to rinse until water runs clear. Starting today, the hair dye will be available on Amazon.com for $7.50 , the price of a VELVEETA cheese loaf, while supplies last.

For more information, follow @Velveeta on Instagram. Those living La Dolce Velveeta are encouraged to flaunt their bold new hair color by tagging @Velveeta on Instagram and @Cheesy_Velveeta TikTok using hashtag #LaDolceVelveeta.

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 $27 billion , we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240401312319/en/

MEDIA
ALISON BROD MARKETING COMMUNICATIONS
Kraftheinz@abmc-us.com

THE KRAFT HEINZ COMPANY
kate.mitchell@kraftheinz.com

Source: The Kraft Heinz Company

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