Velveeta Made a Giant Cheese Wheel — But You Can Only Get It Here

If you don’t know the dish “Pasta alla Ruota” offhand, you’ve probably seen it by its more colloquial name on social media, #CheeseWheelPasta. The viral trend exploded on TikTok last year, thanks in no small part to its cinematic presentation: An entire wheel of Parmigiano Reggiano is brought tableside, its surface heated either by direct flame or by the heat of the freshly boiled noodles dumped on top. Once the noodles are tossed on the surface of the Parm wheel, the result is a gooey, melty, cheese-drenched pasta, served either with red sauce, truffle shavings, or some equally decadent addition. 

And now, a beloved American brand is getting in on the fun, too. Velveeta, the cheese famous for its ooey-gooey factor, will debut the “WheelVeeta dining experience,” in which diners can indulge in pasta shells tossed in a gigantic wheel of Velveeta cheese. 

“WheelVeeta features piping hot and perfectly cooked al dente Velveeta Shells tossed in the well of the Velveeta cheese wheel, resulting in a creamy coating in each and every bite,” the company shared in a press release. The dish, prepared tableside, can be topped with decadent items such as fresh lobster, black truffle, and fried shallots. The brand describes it as “a cravings satisfier that enables fans to live La Dolce Velveeta.”

Velveeta, it should be said, does not typically get formed into wheels during its production. But it’s a funny stunt that implicitly reminds people that Velveeta, despite its bright coloring and shelf stability, is not “fake cheese.” It’s got a clunky designation — “pasteurized prepared cheese product” — but it’s absolutely made from the same stuff cheese is, including milk, salt, and whey. Process cheeses use emulsifiers, preservatives, and stabilizers to create a product that melts evenly without separating, resulting in a smooth, delectable addition to a wide range of recipes. 

Indeed, Velveeta’s press release makes it clear that this spin on Pasta alla Ruota is meant to bring processed cheese into the luxury space.

“Indulging in creamy, warm Velveeta Shells and Cheese is an over-the-top pleasure experience that simply hits,” Stephanie Vance, the brand manager of Velveeta, said. “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.”

For all the prepared cheese product enthusiasts out there, note that the WheelVeeta will only be available at Bounce Sporting Club, a sports bar with only two locations: Montauk, New York, and Delray Beach, Florida. The experience will only be available for a few days, between August 8 and August 15, and only while supplies last. So start planning those vacations to Montauk and Delray ASAP.