Velveeta launched a semi-permanent hair color just in time for April Fool’s Day—but no, it’s not a joke. 

In yet another beauty-food collaboration, the limited-edition Velveeta Gold comes in a white jar, decorated to look like it’s dripping in Velveeta cheese. And of course the hair dye color is a cheesy bright orange hue.  
 
The brand tapped actress Julia Fox to promote Velveeta Gold. Fox debuted the hair color this past Saturday at the Knicks basketball game in NYC. (She’s pictured above.) 
 
Stephanie Vance, Brand Manager, Velveeta, comments, “We are always looking for new ways to help fans live ‘La Dolce Velveeta’ and hair was the perfect place for us to invite pleasure-seekers to proudly express themselves and show off their unique style and individuality.”
 
Fox says, “When Velveeta shared what their brand is all about, it truly resonated with me as I am always trying to live life to the fullest and go all in for the things I love. I love my pasta and cheese so Velveeta is an immediate yes and Velveeta Gold hair is a look I can totally get behind.”
 
Velveeta Gold is available on Amazon—for the same price Velveeta cheese. 

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