Lunchly launched in 2024 as a packaged lunch kit created by YouTubers MrBeast, Logan Paul and KSI, and its cheese quickly became one of the most talked about parts online. Short clips singling out the cheese were reposted with horror styling, turning a normal product detail into a running joke. The scary treatment stuck because viewers already knew the product from social feeds, so exaggerating the cheese felt instantly familiar, and creators kept reusing the sound for mock serious reveals and edits.