(REUTERS) - Kraft Foods is warning it may run short of its Velveeta cheese product, right at a time of high seasonal United States (US) demand for the orangey-yellow foodstuff.

"It is possible consumers may not be able to find some Velveeta products on store shelves over the next couple of weeks," Kraft spokesman Jody Moore said in an email on Tuesday. "This is really a short-term issue that's more noticeable right now given the increased seasonal demand. We have not heard many complaints from consumers so far."

The processed cheese product is popular this time of year for dips and other recipes calling for melted cheese that are often used as snacks for watching football on television. The National Football League play-offs began last weekend, and college football held its championship game on Monday night.

Kraft offered no details regarding any specific shortage in the supply chain, and Ms Moore did not immediately respond to follow-up questions.

The story generated a minor tempest on Twitter after Advertising Age reported a possible shortage, quoting an unnamed employee of an unnamed Brooklyn-area grocery as saying that no further shipments were expected until February.