American cheese on burgers at a ballpark in Maine. Photo: Whitney Hayward/Portland Press Herald via Getty Images

We've chronicled the fall of Big Mayo at the hands of millennials who developed tastes for sriracha, salsa, wasabi and anything else they regard as hipper condiments. Next to go: Big Cheese.

What's going on: American cheese, a long-time burger and sandwich staple, is under attack. Fast-food chains around the U.S. are swapping out Kraft Singles for fancier cheese like asiago, sharp cheddar and smoked gouda, Bloomberg reports. The result is a generational shift away from the orange squares that have populated school lunches for 50 years.

  • Wendy's, McDonald's, A&W and Panera are all introducing high-end cheeses. Panera Bread's classic American cheese grilled cheese is now served with a blend of fontina, cheddar, monteau and smoked gouda — and that's boosting sales, per Bloomberg.
  • Sales of processed cheeses like Kraft and Velveeta will drop 1.6% this year, says market research firm Euromonitor International. It doesn't sound like a steep decline, but it's the fourth consecutive year of lower sales numbers.

Go deeper

Trump's Tucker mind-meld

Photo illustration: Sarah Grillo/Axios. Photo: Roy Rochlin/Getty Images and BRENDAN SMIALOWSKI/AFP via Getty Images

If you want to understand the rhetorical roots of Trump's Independence Day speech at Mount Rushmore, go back and watch Tucker Carlson's monologues for the past six weeks.

Between the lines: Trump — or rather his speechwriter Stephen Miller — framed the president's opposition to the Black Lives Matter protest movement using the same imagery Carlson has been laying out night after night on Fox.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 6 p.m. ET: 11,366,145 — Total deaths: 532,644 — Total recoveries — 6,154,138Map.
  2. U.S.: Total confirmed cases as of 6 p.m. ET: 2,874,396 — Total deaths: 129,870 — Total recoveries: 906,763 — Total tested: 35,512,916Map.
  3. States: Photos of America's pandemic July 4 ICU beds in Arizona hot spot near capacity — Houston mayor warns about hospitals
  4. Public health: U.S. coronavirus infections hit record highs for 3 straight days.
  5. Politics: Former Trump official Tom Bossert says face masks “are not enough”
  6. World: Mexican leaders call for tighter border control as infections rise in U.S.
  7. Sports: Sports return stalked by coronavirus
  8. 1 📽 thing: Drive-in movie theaters are making a comeback.

Bolton's hidden aftershocks

Photo illustration: Sarah Grillo/Axios. Photo: Justin Sullivan/Getty Images

The news media has largely moved on, but foreign government officials remain fixated on John Bolton's memoir, "The Room Where It Happened."

Why it matters: Bolton's detailed inside-the-Oval revelations have raised the blood pressure of allies who were already stressed about President Trump's unreliability.