Kraft Heinz launches limited-edition VELVEETA Gold semi-permanent hair dye

Kraft Heinz brand Velveeta has launched into the beauty space with the release of Velveeta Gold semi-permanent hair dye. The launch follows the trend of other recent food and beverage brand collaborations, like last month’s release of McDonald’s nail polish, nail sticker set, nail topper, and press-on nail set in partnership with Nails.Inc.

The company’s press release said the limited-edition release of Velveeta Gold is inspired by the unmistakable golden hue of Velveeta cheese in an effort by Kraft Heinz to encourage the ‘lifestyle of La Dolce Velveeta.’

‘Living La Dolce Velveeta’

About the launch, Stephanie Vance, Brand Manager for Velveeta , shared that “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” in the company’s press release.

To spearhead the product’s launch campaign, Kraft Heinz tapped actress Julia Fox as its brand ambassador, who “debuted her bold new hair for the first-time courtside at this past Sunday’s basketball game in NYC,” the release confirmed.

Regarding the choice to partner with the brand for its semi-permanent hair dye launch, Fox explained in the release that “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.”

She was further quoted as explaining, “I love my pasta and cheese, so Velveeta is an immediate yes, and Velveeta Gold hair is a look I can totally get behind.”

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