If you were planning to make a cheesy dip for the Super Bowl in February, you might want to stock up on your cheese now because Kraft is experiencing a Velveeta shortage -- or what some on Twitter have been calling the “cheesepocalypse.”
According to Ad Age, Kraft Foods Group, based in Northfield, Ill., is “grappling with a Velveeta shortage just as the dip season kicks into full gear.”
"Given the incredible popularity of Velveeta this time of year, it is possible consumers may not be able to find their favorite product on store shelves over the next couple of weeks," Kraft spokeswoman Jody Moore told Ad Age. "Our retail customers are aware of the situation and we expect it to be a short-term issue."
Moore said the shortage of the processed cheese product is a result of a “combination of factors,” but it really boils down to the basic economic principal of supply and demand.
“The driver is really the high demand,” she said.
Ad Age sought out Kraft when it received reports of limited supplies of Velveeta cheese in East Coast grocery stores. Or as Gawker put it: The shortage “prompted the magazine to aggressively investigate this matter of utmost public importance, considering the fact that the majority of Americans are unable to make any dip recipes other than ‘Velveeta and a jar of salsa, in the microwave’ for their upcoming Super Bowl parties.”
However, Kraft claims it has not received such reports.
"We really haven't heard much from consumers about it at all,” Moore said. “It's a short-term issue amplified by the fact that this is a key time for the brand."
However, cheese enthusiasts have been freaking out on Twitter, lamenting the “cheesepocalypse,” a term coined by Twitter user @brooklynbaker.
IMPORTANT. EVERYBODY PANIC. | Velveeta Shortage Threatens Our Nation's Cheez Supply: http://t.co/GD1scoLjCD
— Jim Bob Breazeale (@jbbreazeale) January 7, 2014
... and our do-nothing congress just sits idly by: Velveeta Shortage Threatens Our National Cheez Supply http://t.co/61pRsRE5V6
— George Costantino (@GeoCost58) January 7, 2014
Welp, looks like I have to use my PTO so I can drive Steve McQueen style to grab some Velveeta before it's to late. http://t.co/TkJi56qrIV
— Skylar Wallace (@sky8632) January 7, 2014