5 Shocking Truths About The Viral 'I Like My Cheese Drippy, Bruh' Quote And The Moldy Controversy

The phrase "I like my cheese drippy, bruh" has unexpectedly cemented itself as one of the most recognizable and ironically quoted memes of the internet age. What started as a seemingly innocuous, off-the-cuff remark by a major content creator quickly exploded into a viral sensation, spreading across platforms like TikTok, YouTube, and Instagram. The full context of the quote, however, is far more complex and involves a multi-million-dollar business venture, a contentious product launch, and a shocking controversy that has since become inseparable from the meme itself.

As of late December 2025, the quote continues to be used as a sound effect and reaction meme, but its true significance lies in the massive product failure it inadvertently foreshadowed. This is the deep-dive into the viral phenomenon, the business empire behind it, and the infamous "drippy" cheese that turned into a moldy disaster.

The Unexpected Origin: Logan Paul, Lunchly, and the Creator Economy

The quote's genesis is directly tied to the launch of a major new consumer product: Lunchly. Announced in mid-September 2024, Lunchly was a joint venture between three of the world's biggest content creators: Logan Paul, KSI (Olajide Olatunji), and MrBeast (Jimmy Donaldson).

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The product was positioned as a "better-for-you" alternative to classic pre-packaged lunch kits like Lunchables, aiming to disrupt the grab-and-go food market. The launch was highly anticipated, leveraging the collective audience of the three creators, who already had successful ventures with Prime Hydration (Paul and KSI) and Feastables (MrBeast).

The now-famous quote was uttered by Logan Paul during a promotional video where the trio compared their new Lunchly product to its competitor. While sampling the nacho kit component, Paul delivered the line "I like my cheese drippy, bruh" with a distinct, exaggerated cadence and expression. The moment was intended to showcase the perceived superiority of the Lunchly cheese—its melted, "drippy" consistency—over the competitor's, which was often criticized for being hard or waxy.

The Irony of the Quote's Viral Spread

The phrase immediately resonated with viewers, but not necessarily for the reasons the creators intended. Its slightly awkward delivery and the use of the slang term "bruh" made it instantly meme-worthy. It quickly became a popular sound clip on TikTok, used in thousands of videos as a reaction to anything that was overly melted, gooey, or even just slightly cringe-worthy.

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• As a Sound Effect: The audio snippet was isolated and used as a humorous punchline in short-form videos.
• As a Reaction Meme: It appeared in image macro format on platforms like Imgflip and Reddit, often paired with images of overly cheesy or melted food.
• Topical Authority Entities: Logan Paul, KSI, MrBeast, Lunchly, Prime Hydration, Feastables, Lunchables, TikTok, YouTube, Instagram, Reddit, Meme Sound Effect, Viral Trend.

The Lunchly Controversy: From 'Drippy' to Disgusting

The true irony and lasting significance of the "drippy cheese" quote emerged just weeks after the Lunchly launch. Despite the massive promotional push and the viral success of the meme, the product itself was met with immediate and severe backlash.

The primary issue centered on the quality and freshness of the food, particularly the very cheese component that Logan Paul had praised. Consumers began posting pictures and videos of their newly purchased Lunchly kits, revealing a disturbing problem: moldy cheese.

The irony was stark: the cheese that was supposed to be famously "drippy" was, for many customers, actually spoiled. High-profile creators, including YouTuber Rosanna Pansino, reviewed the product and publicly called it "disgusting" after finding mold in their kits. The controversy quickly overshadowed the product's launch, turning the promotional video and Paul's quote into a symbol of the product's failure.

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The Aftermath and Lingering Cultural Impact

The mold controversy led to widespread criticism of the Lunchly brand, raising questions about quality control and the rush to market for creator-led products. The public discourse shifted from celebrating the entrepreneurial spirit of the creators to scrutinizing the actual value and safety of the food they were selling.

The phrase "I like my cheese drippy, bruh" took on a new, darker comedic meaning. It was no longer just a goofy quote; it became a sarcastic jab at the product's quality, often paired with images of the moldy cheese to highlight the disparity between the marketing and the reality. This transformation from simple meme to cultural commentary is what cemented its place in internet history.

The entire debacle serves as a powerful case study in the modern creator economy, demonstrating that massive star power cannot entirely insulate a product from fundamental quality issues. The phrase remains a permanent, if embarrassing, artifact of the Lunchly product launch.

Beyond the Meme: The Culinary Context of 'Drippy Cheese'

Setting aside the viral context, the concept of "drippy cheese" is a genuine culinary preference, particularly in North American food culture. The term refers to cheese that is perfectly melted, flowing, and viscous, often achieved through specific preparation methods and cheese types.

• Nacho Cheese Sauce: This is the most common form of "drippy cheese." It is typically a processed, emulsified cheese product (like Velveeta or commercial nacho cheese) designed to stay liquid and smooth even as it cools.
• Queso Fundido: A Mexican dish where cheese (Chihuahua or Oaxaca) is melted in a skillet until it is perfectly gooey and served immediately.
• Raclette: A Swiss dish where a wheel of cheese (Raclette cheese) is heated, and the melted, "drippy" layer is scraped onto potatoes and other accompaniments.
• Emulsifiers: Culinary experts often use ingredients like sodium citrate to achieve a smooth, non-clumping, and highly "drippy" consistency, which is often the secret behind restaurant-quality mac and cheese or cheese sauces.

The preference for "drippy" cheese is a desire for texture and mouthfeel—a smooth, comforting coating that contrasts with the crunch of a chip or the softness of a bun. Logan Paul's quote, in its original intent, was trying to tap into this universal, satisfying food craving, which makes the subsequent mold controversy all the more ironic.

List of Relevant Entities for Topical Authority

To provide a comprehensive view of the topic, here are the key entities and concepts related to the "I like my cheese drippy, bruh" phenomenon:

1. Logan Paul (Content Creator)
2. KSI (Olajide Olatunji)
3. MrBeast (Jimmy Donaldson)
4. Lunchly (Product)
5. Prime Hydration (Associated Brand)
6. Feastables (Associated Brand)
7. Lunchables (Competitor)
8. Moldy Cheese Controversy
9. TikTok (Viral Platform)
10. Meme Sound Effect
11. Viral Marketing
12. Creator Economy
13. Nacho Cheese
14. Queso
15. Velveeta (Processed Cheese)
16. Emulsifiers (Sodium Citrate)
17. Rosanna Pansino (Reviewer)
18. September 2024 (Launch Date)