Had to look that up thinking it was an American company/brand I hadn't heard of - only to find there was one in Maidstone! That is - if we are taking about the same thing.
Velveeta. Kraft is the brand name, and Velveeta is the sub-brand name (there are many, many Velveeta products on this side of the pond). I'll happily accept a better "V" food product (if one exists).
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