So, this is basically the worst possible news for fans of dip made from tomatoes and diced green chilies combined with processed cheese product, especially around Super Bowl season: we are facing a Velveeta shortage.

In what could well surpass the nightmare that was the Great Sriracha Famine of 2013, Kraft confirmed to AdAge today that reports from East Coast grocery stores of a Velveeta shortage were true.

"Given the incredible popularity of Velveeta this time of year, it is possible consumers may not be able to find their favorite product on store shelves over the next couple of weeks," Kraft spokeswoman Jody Moore told AdAge's E.J. Schultz, before adding, a bit unsympathetically: "Our retail customers are aware of the situation and we expect it to be a short-term issue."

Moore would not go into details as to the cause of the shortage, simply that it was "a combination of factors," including the high demand for Velveeta during this, the Perfect Storm of cheese dip-worthy TV events (Dick Clark's New Year's Rockin' Eve, the Super Bowl, the Olympics).

It is not yet known if the shortage includes Velveeta's Skillet Dinners or Shells and Cheese.

Velveeta's official Twitter account, meanwhile, blamed the shortage on the airline industry: