Add this to the long list of things that are being killed by millennials: American Cheese.
But don't count Big Cheese out yet! Kraft is fighting back. From Bloomberg (warning: self-starting video):
Kraft has a 30-person research-and-development team working on ways to get American cheese into more homes, he said, offering qualities that healthier, more natural cheeses can’t. For instance, “the melt.”
“Honestly, you can’t get that in a natural cheese,” Cotter said. “It’s a very unique product. The creamy smooth texture and melt of the cheese. The natural cheeses, they just don’t melt that way.”