One company's obsessive, decade-long quest to make American cheese that's actually cheese

"Sargento's Natural American Cheese, which started hitting grocery shelves nationwide in March 2025, was the result of a secret R&D operation that spanned a decade."

"By the mid 2010s, the writing was clear. Consumers had officially broken from their boomer forebears, turning their backs on processed foods to chase more natural options."

"As the category's standard bearer, American cheese was squarely in the crosshairs. Online, videos went viral of people trying to melt a Kraft Single over an open flame, only to watch it turn black like a piece of plastic."

"Better-for-you brands like Organic Valley and Horizon Organic rushed out 'organic' processed cheeses. Restaurant chains like Cracker Barrel, Wendy's, and Panera replaced American with fancier varieties."

Sargento's Natural American Cheese, launched in March 2025, emerged from a decade-long R&D effort targeting the $2 billion American cheese market. With over 400 million pounds sold annually, Sargento anticipates its natural version could generate $100 million in sales. The shift in consumer preferences away from processed foods has been evident since the mid-2010s, with a notable decline in processed cheese sales. Competitors have introduced organic options, while major chains have replaced American cheese with higher-quality varieties, responding to consumer demand for more natural products.

Read at Fast Company