Velveeta dreams up a buzzy new product or partnership seemingly every couple of months, and here is the latest—the WheelVeeta, a branded version of cheese wheel pasta, which is having a moment in foodie culture (as seen in the thousands of #cheesewheelpasta videos on TikTok).

Cheese wheel pasta, known more formally as pasta alla ruota, features freshly cooked pasta coated in a hollowed-out parmesan cheese wheel. Velveeta’s version, featuring a Velveeta cheese wheel, will be extremely hard to sample. It’s available to order for table service only at Bounce Sporting Club’s two locations, in Montauk, New York, and Delray Beach, Florida, from Aug. 8-15.

“Indulging in creamy, warm Velveeta Shells and Cheese is an over-the-top pleasure experience that simply hits,” said Stephanie Vance, brand manager at Velveeta. “We created the WheelVeeta to illustrate the big, bold energy of our brand. From its large size to the extraordinary tableside service, it aims to hit the bullseye of pleasure. Partnering with Bounce Sporting Club, a brand that has a similar vision of unapologetic fun, we are able to double down on big cheese energy and bring this over-the-top dish to unapologetic fans.”

The stunt is part of Velveeta’s “La Dolce Velveeta” brand platform, embracing outrageous pleasure. Previous products in the campaign have included nail polish, cheesy martinis, lip cuffs and cheese truffles.

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