Execs at Kraft took to social media Wednesday to good-naturedly apologize for creating what some media outlets have dubbed "Cheesepocalypse" thanks to a shortage of their popular Velveeta product on grocery store shelves during football season, when demand is at its peak.
In a tongue-in-cheek statement on Tumblr and Twitter, among other outlets, Kraft wrote: "While the current Cheesepocalypse is a difficult time for our great nation, we are incredibly humbled and appreciative of the outpouring of love and support for the Liquid Gold of Velveeta.
"As you have likely seen or heard by now on social networks and major media outlets, there is currently limited availability of some Velveeta products in many stores nationwide," the statement said. "We want you to hear directly from us that it’s true—we are experiencing a temporary scarcity of our nation’s most precious commodity: Liquid Gold. But please know that we are working tirelessly to get more Velveeta on store shelves as soon as possible and that this was in no way a 'publicity stunt.' We always want Velveeta where it belongs—in your hands, in your homes and in your stomachs.
"Stick with us in the coming weeks, because we want to make it up to you–and we will," the statement continued. "On behalf of our entire team, thank you for your support, for your understanding and–most importantly–for your love of Velveeta. We love you."