Analogue cheese

WTF is analogue cheese?

Do I really want to know? (Bearing in mind that I have already eaten it...)

I know that some pizza toppings are a bit - well, odd really - there is 'artificial cheese substitute' and other nasties, but they tend to be hidden deep within the ingredients list. Not on the front of the box as if it's something good.

I probably don't want to Google this, do I?