Kraft

Will is holding a Kraft single.

"Mom, isn't this fake cheese?"

"Well... not really. We call it fake cheese, but it's pretty much real. It's just... processed."

"But isn't Kraft a fake brand?"

"No, they make a lot of real cheese and other stuff."

"Well, why would do they call themselves Kraft? It sounds like they are making things to be like other things."