- Kraft Heinz is teaming with confectioner Compartés Chocolatier to create TruffVels, a limited-time chocolate and cheese truffle. They are sold on Compartés website starting today.
- The truffles are made to look like the CPG brand’s signature Velveeta Shells & Cheese. The outer shell coating is made of white chocolate infused with Velveeta.
- This is the latest product mashup from Kraft Heinz, which has recently launched many offbeat limited time offerings featuring unexpected uses of their signature products.
There probably have not been many consumers agitating for truffles mixing the tastes of fine chocolate and Velveeta cheese spread, but the launch is happening, nonetheless.
“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,” Kelsey Rice, senior brand communications manager for Velveeta said in a written statement. “As a brand that’s all about making outrageous pleasure a way of life, we decided to bring these two flavors together to create the most outrageously elevated version of a cheesy, chocolatey recipe for our fans to enjoy.”
This is another example of Kraft Heinz using an unconventional approach that combines marketing, food creation, consumer research and social media to create a limited-time offering. Kraft Heinz has created an internal marketing team called The Kitchen to find these kinds of opportunities and pursue them.
Jess Vultaggio, vice president of marketing and head of The Kitchen, told Food Dive last year that Kraft Heinz spends time looking for nontraditional ways to showcase what consumers love about the company’s products. Similar launches include a Kraft Macaroni & Cheese flavor of Van Leeuwen ice cream — highlighting the comfort food aspect of both the blue box pasta and a pint of ice cream — and Grey Poupon wine — an affordable luxury to be savored in a world full of rushing around.
“Once you know what your brand stands for and what’s compelling about it to your target consumer, then we just sort of go and hunt in culture for things that we can do,” Vultaggio said in the interview last year.
TruffVels combine the brand’s “La Dolce Velveeta” aesthetic of unapologetic enjoyment of the creamy taste of the cheese spread with unapologtic indulgence in fine chocolate.
Vultaggio said last year that Kraft Heinz works to ensure that these limited launches are more than just social media sensations. The CPG giant partners with respected companies to ensure that the end product is something consumers will enjoy.
Compartés Chocolatier has been creating European-style chocolates in Los Angeles since 1950. Its current owner, Jonathan Grahm, has elevated the company’s reputation with a wide variety of designs, flavors and shapes. It’s well known for its quality chocolates and celebrity clientele.
TruffVels go on sale in five-packs for $24.95 starting this morning on Compartés Chocolatier’s website. They are available as long as supplies last — which may not be for long, considering how quickly previous quirky Kraft Heinz launches sold out. However, if they are a success, they may return as part of the confectioner's permanent lineup, much like Van Leeuwen’s Mac & Cheese ice cream.