Latest in the line of “Millennials are Killing X”...

Millennials Kill Again. The Latest Victim? American Cheese: 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.

https://www.bloomberg.com/news/articles/2018-10-10/american-cheese-is-no-longer-america-s-big-cheese