VELVEETA™ Enlists 11-Year-Old “Mini Chef” to Debut Mini Blocks

Addison Osta Smith assumes executive chef duties at an NYC restaurant
to bring melty VELVEETA goodness to the masses

CHICAGO–(BUSINESS WIRE)–VELVEETA® Mini Blocks are the mini-est, meltiest innovation from
iconic American brand VELVEETA since its inception in 1928. They deliver
VELVEETA’s classic Liquid Gold taste and melt…now in a convenient
smaller size. To introduce Mini Blocks, VELVEETA is enlisting a “Mini
Chef,” Addison Osta Smith, to take the reins at a bustling Manhattan
kitchen under a new name, “Melt,” and bring cheesy VELVEETA goodness to
the masses.

“People know me from Master Chef Junior for my fancy desserts and
miso-glazed cod, but when I’m at home with my family, we like to keep it
fun and easy,” says Addison Osta Smith, award-winning chef and playtime
and sports enthusiast. “VELVEETA Mini Blocks are the easiest way to add
amazing flavor to our everyday dinners.”

Today VELVEETA is transforming Blank
Slate Coffee + Kitchen
, located at 121 Madison Avenue, into “Melt”
to serve up complimentary versions of award-winning “Mini Chef”
Addison’s three signature VELVEETA Mini Block dishes – Cheesy Bacon
Risotto, Cheesy Pulled Pork Taquitos and Cheesy Potato Waffles – to the
public from 2-4pm. VELVEETA fans nationwide can recreate Addison’s
cheesiest, meltiest recipes at home by visiting

One Ingredient. Endless Gold. VELVEETA Mini Blocks are
perfect for satisfyingly cheesy dishes such as loaded
baked potatoes
, mini
taco bowls
, and spicy
bacon and spinach sliders
. Each carton contains five 4oz.
individually wrapped Mini Blocks, so families can easily incorporate
Liquid Gold into everyday meals and side dishes, while unused blocks
stay wrapped and sealed until ready to use.

“It is common knowledge that VELVEETA makes an amazing dip and mac &
cheese, but what a lot of people don’t realize is that it’s also the
cheesy answer to hundreds of dinner solutions,” says Jamee Pearlstein,
Brand Manager for VELVEETA. “Addison is the perfect mini chef to help us
launch these pre-portioned mini blocks, because they help chefs of all
ages make a great-tasting meal.”

VELVEETA Mini Blocks retail for $5.79 and are available at major grocery
stores nationwide. For more information on VELVEETA Mini Blocks and
delicious Liquid Gold recipes for the whole family, visit
or follow us on social media: Facebook
(Velveeta), Twitter
(@EatLiquidGold), Pinterest
and Instagram

About The Kraft Heinz Company

The Kraft Heinz Company (NASDAQ: KHC) is the third-largest food and
beverage company in North America and the fifth-largest food and
beverage company in the world, with eight $1 billion+ brands. A globally
trusted producer of delicious foods, The Kraft Heinz Company provides
high quality, great taste and nutrition for all eating occasions whether
at home, in restaurants or on the go. The Company’s iconic brands
include Kraft, Heinz, ABC, Capri Sun, ClassicoJell-OKool-Aid, Lunchables, Maxwell
House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon
, Quero,
Weight Watchers
Smart Ones and Velveeta. The Kraft
Heinz Company is dedicated to the sustainable health of our people, our
planet and our Company. For more information, visit


Kraft Heinz
Jody Moore, 847-646-3007
Rachel Cooper, 312-854-8901