• by Steve Ellwanger , May 9, 2023

What do cheese and chocolate have in common?

For a limited time, Velveeta.

The Kraft Heinz brand is taking the “La Dolce Velveeta” platform—which positions Velveeta as a “lifestyle”—in yet another direction in a limited-time collaboration with Los Angeles-based Compartés Chocolatier.

TruffVels are cheese-infused white chocolates shaped like shells that mimic the appearance of Velveeta Shells and Cheese.

“Two of life’s greatest pleasures are cheese and chocolate, and we've already seen our pleasure seekers experiment with this combination across social media—so this collab was a no-brainer,” Velveeta senior brand communications manager Kelsey Rice said in a news release.

Billed as the first-ever cheese truffle, a five-pack of TruffVels sells for $24.95 on the Compartés Chocolatier website, while supplies last.

La Dolce Velveeta was unveiled in 2021 as a brand refresh aimed at encouraging people to be bold and unapologetic when it comes to enjoying life’s greatest pleasures.

In 2022, Velveeta collaborated with Nails Inc. to launch cheese-scented red and yellow nail polish.

Last month, La Dolce Velveeta evolved further with the introduction of three characters enjoying cheesy food in unique—and strange—ways.

In this spot titled “Crowd,” a woman stands in a busy outdoor shopping while scooping Velveeta Shells and Cheese from a fanny pack.

In “Rider,” a man standing on a mechanical bull in a bar consumes the same thing from a glass boot.