What’s ambiguous about this sentence?

‘What’s new about process cheese?’

So reads the heading of a press release from Dairy.com, which details the new move (in the US, of course) to introduce flavoured cheese to get the kiddies to eat more of it:

‘Most consumers think of process cheese as orange American slices. But it may soon come in red, white and even blue shades as well as an entire melting pot of ethnic varieties. It might also be lower in sodium and fat. New Dairy Management Inc.-supported research in process cheese is aiding in the development of products that appeal to children and other demographics, and increase opportunities for use in healthy sandwiches, snacks and entrees.’

Children and ‘other demographics’? Who else might like blue cheese that tastes like bubblegum? Process cheese, indeed. It will get you yet.