Velveeta Shortage Could Cause ‘Cheesy Meltdown’ For KraftBy: Meaghan Ellis - January 7, 2014
It definitely looks as though a lot of Super Bowl parties across the country will be without one party favorite – Velveeta cheese dip. Kraft Foods Group, Inc. has confirmed that there is indeed a massive shortage of the ever-popular cheese-like product.
The manufacturing and processing conglomerate also warns customers that the shortage could leave grocery store shelves for quite some time. Although the shortage is projected to be temporary, there is no definitive timetable for when the problem will be rectified.
“It is possible consumers in any part of the country may not be able to find some Velveeta products on store shelves over the next couple of weeks,” Kraft spokeswoman Jody Moore told NBC News.
Moore also sited ‘high demands’ and ‘a combination of factors,’ including the growing demand of drivers, as the root of the supply chain’s shortage. However, she quickly assured consumers that the issue is “nothing like a polar vortex,” she quipped.
According to CBS News, the shortage was identified by Advertising Age when a substantial number of East Coast grocery stores experienced a drought. One Brooklyn-area grocer even stated that another shipment of the product wouldn’t be expected until the middle of February.
Although Kraft projects that the issue will be rectified expeditiously, it has not been stated whether the shortage will be widespread or contained to the East Coast. This could be a major contributing factor to the time frame in which the product is restocked.
However, the sales aspect may be a motivator for the 86-year-old brand. With the Super Bowl being one of the biggest games of the year, Kraft runs the risk of losing out on a slight incline in sales due to its high demand for the massive sporting event. The NFL Playoffs are considered ‘chips and dip’ season, so a shortage could potentially cause a minute drop in sales. However, the company assures that it’s only ‘a short-term issue.’
“This is really a short-term issue that’s more noticeable right now given the increased seasonal demand,” Moore also said. It was also reported that Moore stated company hasn’t heard any complaints from consumers. “This is really something that would likely have gone unnoticed at any other time of year.”