CHICAGO (KATV) — Velveeta fans can now showcase their love for the cheese brand with a new semi-permanent hair dye. 'Velveeta Gold' as it is known -- and parent company Kraft Heinz insists it is not an April Fool's Joke --is based off the iconic yellow hue of the American cheese. The dye is part of the "La Dolce Velveeta" lifestyle brand, which has included products like the boxed mac and cheese as well as sunglasses and other accessories. "La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules," Stephanie Vance, brand manager for Velveeta, said in a press release. "We are always looking for new ways to help fans live La Dolce Velveeta and hair was the perfect place for us to invite pleasure seekers to proudly express themselves and show off their unique style and individuality."