• Promo, Friday, October 2, 2009 10:49 AM

Five popular bloggers known as Kitchenistas are spreading the word about Kraft' Velveeta by offering recipes, menu planning and other mealtime tips that revolve around the processed loafs, Patricia Odell reports. In addition, visitors to VelveetaKitchenistas.com can leave a comment for a chance to win a $75 prize package that includes a Velveeta cookbook.

"Consumers may have one or two recipes that incorporate Velveeta, but they are not aware that there are many other things you can do with Velveeta, like make cornbread," says Velveeta brand manager Sherina Smith.

Kraft is paying the bloggers for developing one Velveeta-based recipe and for hosting "office hours" on its Facebook page to interact with consumers. They also are reimbursed for the food they purchase to make their recipes.

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