VELVEETA® Mini Blocks are the mini-est, meltiest innovation from iconic American brand VELVEETA since its inception in 1928. They deliver VELVEETA’s classic taste and melt in a convenient smaller size. To introduce Mini Blocks, VELVEETA is enlisting a “Mini Chef,” Addison Osta Smith, to take the reins at a bustling Manhattan kitchen under a new name, “Melt,” and bring cheesy VELVEETA goodness to the masses.

“People know me from Master Chef Junior for my fancy desserts and miso-glazed cod, but when I’m at home with my family, we like to keep it fun and easy,” says Addison Osta Smith, award-winning chef and playtime and sports enthusiast. “VELVEETA Mini Blocks are the easiest way to add amazing flavor to our everyday dinners.”

VELVEETA is transforming Blank Slate Coffee + Kitchen, located at 121 Madison Avenue, into “Melt” to serve up complimentary versions of award-winning “Mini Chef” Addison’s three signature VELVEETA Mini Block dishes – Cheesy Bacon Risotto, Cheesy Pulled Pork Taquitos and Cheesy Potato Waffles – to the public from 2-4pm. VELVEETA fans nationwide can recreate Addison’s cheesiest, meltiest recipes at home by visiting

VELVEETA Mini Blocks are cheesy dishes such as loaded baked potatoes, mini taco bowls, and spicy bacon and spinach sliders. Each carton contains five 4-ounce individually wrapped Mini Blocks, so families can easily incorporate Liquid Gold into everyday meals and side dishes, while unused blocks stay wrapped and sealed until ready to use.

“It is common knowledge that VELVEETA makes an amazing dip and mac & cheese, but what a lot of people don’t realize is that it’s also the cheesy answer to hundreds of dinner solutions,” says Jamee Pearlstein, Brand Manager for VELVEETA. “Addison is the perfect mini chef to help us launch these pre-portioned mini blocks, because they help chefs of all ages make a great-tasting meal.”

VELVEETA Mini Blocks retail for $5.79 and are available at major grocery stores nationwide.