Velveeta's 'Cheesepocalypse' Threatens to Ruin NFL Playoffs for Fans

Velveeta Meltdown has some customers wondering how to celebrate the Super Bowl.

Blocks of Velveeta are on sale in the dairy aisle of the Bi Lo grocery store in the St. Elmo area of Chattanooga, Tenn., on Wednesday, Jan. 8, 2014.
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Got Velveeta? Probably not.

Kraft, the genius behind cheesy, golden American game-watching standby, announced on Tumblr Thursday the rumors about a "cheesepocalypse" were true.

"We want you to hear directly from us that it's true — we are experiencing a temporary scarcity of our nation's most precious commodity: Liquid Gold," it read. "While the current cheesepocalypse is a difficult time for our great nation, we are incredibly humbled and appreciative of the outpouring of love and support for the Liquid Gold of Velveeta."

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But they assured customers that while there may be a shortage at the moment, the cheesy goodness is scheduled to return to supermarket shelves soon.

 

They went as far to say they are working "tirelessly to get more Velveeta on store shelves as soon as possible."

Cheesemageddon, however cataclysmic, did not come without warning, though. According to NBC News, Kraft informed consumers of the impending disaster in October, saying that the cheese would be unavailable from Oct. 10th through Dec. 28th. Another memo sent in December said it would be in limited supply from January through the end of February.

To say this is inconvenient is an understatement, especially since the Super Bowl, scheduled for Feb. 2 and traditionally the biggest dip day of the year, will pass without the party staple. Kraft spokes person Jody Moore told USA Today in an email the shortage "is really a short-term issue that's more noticeable right now given the increased seasonal demand."

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Kraft has yet to mention an explanation for the shortage, though some say it has something to do with Kraft moving production lines of the product over to another plant over the summer, causing "production challenges," MarketWatch.com reported.

The shortage of the cheese may affect Kraft sales by as much as one-half percent, analyst Brian Yarbrough, who covers the company at Edward Jones, told MarketWatch.com.

The absence of Velveeta continues to frustrate everyone from football fans to culinary professionals.

"The whole point of Velveeta is you keep it on the shelf indefinitely. It's the cheese for people who don't know how to cook," Ken Alba, a culinary historian at University of the Pacific, told USA Today.

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