Millennial as are killing American Cheese

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(Bloomberg) — American cheese will never die. It has too many preservatives. But it’s melting away. One by one, America’s food outlets are abandoning the century-old American staple. In many cases, they’re replacing it with fancier cheeses.

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American (cheese) culture is at a crossroads. The product, made famous by the greatest generation, devoured by boomers on the go and touted as the basis for macaroni and cheese, the well-documented love object of Gen X, has met its match with millennials demanding nourishment from ingredients that are both recognizable and pronounceable. Don’t rely on anecdotal evidence. The data show it, too. U.S. sales of processed cheese, including brands like Kraft Singles and Velveeta, a mainstay of delicacies such as ballpark nachos, are projected to drop 1.6 percent this year, the fourth-straight year of declines, according to Euromonitor International.

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