Velveeta Cheesy Skillets mark the brand's first new product launch since 1984. It seems things are going well - we all love a little cheese in our easy-prep dinners:

Kraft Foods Inc.'s strategy of pushing its brand managers to think creatively is being put to the test as the company prepares to split in two. If Velveeta Cheesy Skillets are any indication, it is working.

Velveeta, the yellow brick of "pasteurized prepared cheese product" that Kraft has sold since 1927, hasn't had a major brand extension since the 1984 debut of Velveeta Shells & Cheese. But the new Cheesy Skillets—boxes of dried pasta, seasonings and pouches of liquid Velveeta sauce to which consumers can add meat and cook over the stove—are proving that pushing the boundaries of a brand identity can be good for business.

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Photo by Andy Melton