The American Cheese Industry is filled with controversy...

@substox

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SoundTikTok sound · Pyramid

Promoted product

Kraft Singles

Every bite is made better with Kraft Singles. Top sandwiches, fries, chili, burgers and more with this melty American icon.

2 videos2 creators

Why it worked

The video leverages a shocking demonstration of a common food product behaving unexpectedly (melting like plastic) combined with official-sounding information (FDA letter, food fraud statistics) to create a compelling and shareable narrative about food authenticity.

Summary

This video exposes controversies within the American cheese industry, highlighting a 2013 FDA letter questioning the parmesan content in certain products. It then demonstrates that Kraft American cheese melts like plastic when heated, suggesting it's not real cheese.

Structure

1Introduction to cheese industry controversy
2FDA findings on parmesan cheese
3Demonstration of Kraft American cheese melting like plastic
4

Original caption

Cheese is one of the most faked foods in the world, especially Parmesan 🧀

More from @substox

Product placement

FDA (acts: regulates food safety, its findings are presented as evidence of food fraud; removing it would change the video's narrative) Today (appears: news program logo, provides context for the report; removing it would not change the video's narrative) Kraft Singles (acts: product is shown, tested, and discussed as an example of processed cheese; removing it would change the video's narrative) Philadelphia (appears: product is shown in a fridge; removing it would not change the video's narrative) Kraft (appears: brand logo on cheese products and a sign; removing it would not change the video's narrative) CNBC (appears: network logo on news segments and graphics; removing it would not change the video's narrative) SubStox.com (appears: website URL and logo are displayed throughout; removing it would not change the video's narrative)

On-screen text

The American Cheese Industry is filled with controversy... SubStox.com DEVELOPING STORY WHAT'S IN YOUR FOOD? PARMESAN CHEESE "WOOD FILLER" SPARKS OUTRAGE FDA "... your parmesan cheese products do not contain any parmesan cheese Kraft Kraft Singles AMERICAN Kraft Singles AMERICAN AMERICAN PHILADELPHIA strawberry PHILADELPHIA honey pecan Kraft SELECT AMERICAN Pasturized Process American Cheese 24 SLICES INDIVIDUALLY WRAPPED SLICES 2/3 OZ EA. NET WT. 16 OZ (453g) SubStox.com Kraft CNBC U.S. cheese consumption (pounds per capita) 38 lbs 1975 1980 1985 1990 1995 2000 2005 2010 2015 2018 Kraft CNBC Source: FoodChain Food Authenticity Network Kraft CNBC SubStox.com Cheese = 51% Cheese Curd *According to the FDA Part 133 Cheeses and Related Cheese Products Subpart A General Provisions $133.1 Definitions $133.100 Mention of analysis. $133.101 Notice to manufacturers, packers, and distributors of pasteurized blended cheese, pasteurized process cheese, cheese food, cheese spread, and related foods. Subpart B Requirements for Specific Standardized Cheese and Related Products $133.102 Asiago fresh and Asiago soft cheese. $133.103 Asiago medium cheese. $133.104 Cheddar cheese. $133.105 Cold-pack cheese food. $133.106 Cold-pack cheese food with fruits, vegetables, or meats. $133.107 Colby cheese, Koch kaese. $133.108 Brick cheese for manufacturing. $133.109 Caciocavallo siciliano cheese. $133.110 Colby cheese for manufacturing. $133.111 Colby cheese. $133.112 Low sodium cheddar cheese. $133.113 Cream cheese. $133.114 Cream cheese with other foods. $133.115 Washed curd cheese for manufacturing. $133.116 Washed curd and soasted curd cheese. $133.117 Washed curd cheese for manufacturing. CNBC Food Fraud Records - Commodity Groups 2012-2021 Seafood Dairy Meat/Poultry Spices Alcohol Honey Vegetable Oils Olive Oil Coffee/Tea Beverages Fruits/Veg Grains Other 16% 14% 14% 13% 8% 8% 6% CNBC Kraft CNBC SubStox.com

Transcript

The American Cheese Industry is filled with controversy... The FDA spelled it out in a 2013 letter to Castle "... your parmesan cheese products do not contain any parmesan cheese Check this out. Kraft American cheese Listen to that. This is plastic. Kraft Cheese is Plastic, NOT real cheese! Are you kidding me?! U.S. cheese consumption (pounds per capita) 38 lbs 1975 1980 1985 1990 1995 2000 2005 2010 2015 2018 Kraft Kraft Singles AMERICAN Kraft Singles AMERICAN AMERICAN PHILADELPHIA strawberry PHILADELPHIA honey pecan Kraft SELECT AMERICAN Pasturized Process American Cheese 24 SLICES INDIVIDUALLY WRAPPED SLICES 2/3 OZ EA. NET WT. 16 OZ (453g) Cheese = 51% Cheese Curd *According to the FDA Part 133 Cheeses and Related Cheese Products Subpart A General Provisions $133.1 Definitions $133.100 Mention of analysis. $133.101 Notice to manufacturers, packers, and distributors of pasteurized blended cheese, pasteurized process cheese, cheese food, cheese spread, and related foods. Subpart B Requirements for Specific Standardized Cheese and Related Products $133.102 Asiago fresh and Asiago soft cheese. $133.103 Asiago medium cheese. $133.104 Cheddar cheese. $133.105 Cold-pack cheese food. $133.106 Cold-pack cheese food with fruits, vegetables, or meats. $133.107 Colby cheese, Koch kaese. $133.108 Brick cheese for manufacturing. $133.109 Caciocavallo siciliano cheese. $133.110 Colby cheese for manufacturing. $133.111 Colby cheese. $133.112 Low sodium cheddar cheese. $133.113 Cream cheese. $133.114 Cream cheese with other foods. $133.115 Washed curd cheese for manufacturing. $133.116 Washed curd and soasted curd cheese. $133.117 Washed curd cheese for manufacturing. Food Fraud Records - Commodity Groups 2012-2021 Seafood Dairy Meat/Poultry Spices Alcohol Honey Vegetable Oils Olive Oil Coffee/Tea Beverages Fruits/Veg Grains Other 16% 14% 14% 13% 8% 8% 6% Kraft