Katherine murray 28 years old says she will use the

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queso dip," says Greg Hughes, a marketing director in Kraft's cheese business. Katherine Murray, 28 years old, says she will use the recipes House Party provided, but will add her own twist. "I'll add a little hot sauce to the spinach dip," says the stay-at-home mother from Raleigh, N.C. "I've liked Velveeta for a long time. I grew up eating cheese dip made with it." Velveeta, which is classified as a "pasteurized prepared cheese product," is made by blending natural cheeses with other dairy ingredients and emulsifying salts. The end result is a product that "melts so nicely and evenly," says Ms. Murray, who uses it in a chicken casserole. Kraft doesn't break out sales of Velveeta, but Mr. Hughes says sales have declined in recent years in the "processed cheese loaf" category, and that Velveeta's marketing efforts are designed to make sure "Velveeta is relevant to people today." After using house parties to promote its Philadelphia cream cheese and Grey Poupon mustard last year, Kraft is using the same approach for Velveeta because "Velveeta ultimate queso dip is a fixture at holiday parties and football parties, in particular. We see Velveeta sales increase 50% in the weeks leading up to the Super Bowl," Mr. Hughes says.
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