10 Shocking Facts Behind The Viral 'I Like My Cheese Drippy, Bruh' Meme

The phrase "I like my cheese drippy, bruh" has become one of the most recognizable and widely mocked quotes in recent internet history, exploding across platforms like TikTok and YouTube in the latter half of 2024. Far from a simple culinary preference, this seemingly innocuous statement is the epicenter of a massive controversy involving three of the world’s biggest content creators: Logan Paul, KSI, and MrBeast.

The quote's viral success is intrinsically tied to a highly publicized, and ultimately controversial, business venture known as Lunchly, a direct competitor to the classic American snack, Lunchables. This deep dive, updated for the current date, December 11, 2025, dissects the meme's origin, the dramatic product launch, and its lasting cultural impact on the "brain rot" generation.

The Man Behind the Meme: Logan Paul's Full Biography & Ventures

The infamous line, "I like my cheese drippy, bruh," was delivered by American influencer and entrepreneur Logan Paul. Understanding the context requires a look at his multifaceted, and often controversial, career.

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• Full Name: Logan Alexander Paul
• Date of Birth: April 1, 1995
• Place of Birth: Westlake, Ohio, U.S.
• Early Career: Gained initial fame on the short-form video platform Vine, amassing millions of followers before the platform's shutdown.
• YouTube & Social Media: Transitioned to YouTube, where he became one of the platform's most prominent—and polarizing—figures, known for vlogs, pranks, and high-production content.
• Professional Wrestling: Signed a contract with WWE (World Wrestling Entertainment), establishing himself as a legitimate professional wrestler and holding the United States Championship.
• Major Business Ventures:
  • Prime Hydration: Co-founded the global energy/hydration drink brand Prime with fellow creator KSI (Olajide Olatunji).
  • Betr: Co-founded Betr, a mobile sports gambling company.
  • Lunchly: Co-founded the Lunchables competitor, Lunchly, which launched in mid-September 2024.
• Other Roles: Actor, podcaster (Impaulsive), and venture capitalist.

Paul's career is characterized by a relentless pursuit of new ventures, often leveraging his massive audience for rapid market entry, which set the stage for the "drippy cheese" phenomenon.

The Mid-September 2024 Launch That Created A Meme

The exact moment the phrase was uttered occurred in a promotional video released in mid-September 2024. The video featured Logan Paul, KSI, and MrBeast (Jimmy Donaldson) comparing their new product, Lunchly, to the established brand, Lunchables.

The "Drippy Cheese" Context

The point of contention in the video was the cheese component of the snack kits. While traditional Lunchables cheese often remains firm, the Lunchly version was designed to be melted or "drippy," mimicking a nacho-style experience. Logan Paul, in an attempt to enthusiastically sell this feature, delivered the now-iconic line: "I like my cheese drippy, bruh."

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The delivery—perceived by many online as forced, inauthentic, or an overly-enthusiastic attempt to connect with a younger audience—immediately became fodder for ridicule. The phrase was quickly clipped and shared on platforms like TikTok and YouTube, turning a marketing line into a self-deprecating meme.

The Lunchly Controversy: More Than Just Cheese

The meme's virality was amplified by the surrounding controversy of the Lunchly launch itself. The product was marketed as a "better" and "unbiased" alternative to Lunchables, but it quickly faced intense scrutiny.

• Health Claims Scrutiny: Dietitians and media outlets criticized the product, noting that the saturated fat and sodium content of Lunchly were nearly identical to those of Lunchables, calling the "better for you" claims deceiving.
• The Mold Scandal: Shortly after the launch, reports and videos surfaced—including one by YouTuber Rosanna Pansino—alleging that some Lunchly kits contained moldy cheese. This led to widespread media backlash and further fueled the negative sentiment surrounding the brand and its founders.
• Influencer Ethics: The entire episode sparked a broader public debate about the ethics of major influencers like Paul, KSI, and MrBeast using their massive platforms to quickly launch products with questionable nutritional value, prioritizing profit over public health.

The meme, therefore, became a cultural shorthand for the entire, messy product launch—a symbol of a perceived corporate sellout masked by "bruh" language.

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The Cultural Impact: Gen Alpha, Brain Rot, and Meme Economy

The longevity and spread of "I like my cheese drippy, bruh" are perfect case studies for the current state of internet culture and the phenomenon often termed "brain rot."

A Symbol of "Brain Rot" Culture

The term "brain rot" is used to describe low-effort, highly-viral, and often nonsensical internet content that is popular among Gen Alpha and younger Gen Z users. The "drippy cheese" meme fits this perfectly. It is a simple, easily repeatable audio clip that is detached from its original context and used in countless ironic and meta-humorous ways.

The absurdity of the line—an adult millionaire attempting to sound "cool" while discussing processed cheese—makes it an ideal target for this type of humor. It’s often paired with other Gen Alpha-associated memes like Skibidi Toilet or Hawk Tuah Girl in online communities.

The Meme Economy and Merchandise

As with all major viral trends, the phrase quickly entered the meme economy. The quote was plastered onto merchandise, including t-shirts, mugs, and flags, demonstrating its immediate commercial value as a piece of pop culture commentary. This rapid merchandise creation further cemented the phrase's status as a legitimate, albeit ridiculous, cultural entity.

The continuous use of the phrase in gaming communities, on Reddit, and across various social media platforms ensures its long-term relevance as a piece of internet history. It serves as a reminder that in the digital age, a single, awkward line in a promotional video can overshadow millions of dollars in marketing, becoming an accidental cultural phenomenon far greater than the product it was meant to sell.