Let’s get one thing straight: processed American cheese is cheese.

It’s not plastic. American cheese starts with non-processed cheese; enzymes and other ingredients such as additional whey and salts get added, but the objective is to achieve that balance of meltiness and smooth texture.

Kraft Singles are one of the most popular American cheese options today. The presliced squares are just the right shape to go over a burger or in between bread for a solid grilled cheese sandwich. Working with the design and branding agency JKR, Kraft has refreshed the Kraft Singles brand with a new look and improved single-slice packaging.