Velveeta Gold Hair Dye Was No April Fool’s Joke

While it was announced on April 1, Velveeta’s foray into hair color was apparently the real deal.

Velveeta Gold—inspired by the unmistakable yellow hue of the Kraft Heinz product— is a limited-edition, semi-permanent hair dye selling on Amazon while supplies last.

The dye is sold in a four-ounce jar, which is enough to cover a head of short hair, accoring to the brand. It is $7.50—the typical price of a Velveeta cheese “loaf.”

For best results, users should apply thoroughly and evenly to dry hair and allow the product to process for twenty minutes before using a mild shampoo to rinse until water runs clear, according to the company.

“La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules,” said Stephanie Vance, brand manager for Velveeta, which is owned by The Kraft Heinz Company. “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.”

The brand tapped the queen of self-expression—Julia Fox—for the dye’s debut. Fox debuted her new hair for the courtside at a basketball game in New York City.