CHICAGO — Kraft Heinz Co. cheese brand Velveeta debuted its Velveeta Queso line.

Marking the brand’s first ready-to-eat queso, the innovation is launching in Queso con Salsa, Queso Blanco and Jalapeno varieties. The product comes packaged in a releasable jar to create convenient servings for small groups or individual eating occasions.

“At Velveeta we are continuing to take big swings to establish ourselves as part of culture, pushing the boundaries not just in marketing but also innovation as we strive to captivate a younger audience,” said Alison Kelly, director at Velveeta.

Along with Velveeta Queso, the brand also is launching its first new flavor additions to its Shells & Cheese macaroni line: Pizza and Buffalo. Plus, it is rolling out its first gluten-free Shells & Cheese offering.

“Whether it's the convenient format of our queso for everyday indulgence, the rich flavors of our new Shells & Cheese or a gluten free version for those with dietary restrictions, Velveeta has something for every cheese lover,” Kelly said.

Velveeta’s latest products are expected to roll out into retailers nationwide beginning this month.