Well, I'm no attorney and this is not legal advice. I could be a bit off or even completely wrong on this, but I have come across this issue in past experience.
I have been told that some states do have laws that cover that aspect. I'm just not sure which way the laws are written, and if they even exist in your state. They may require that you take a certain amount of time for lunch (depending on the amount of hours you work in the day), or they may require your employer to offer that amount of time, whether or not you decide to take advantage.
Some of these laws may read something similar to: "making it mandatory for employers to give you xxx amount of 'off duty' time for each 6-8 hours you work in any given day." In some states, the xxx amount of time may be extended, after working more than 8 hours in one day, or something to that effect.
Maybe your state does not require this. If not, maybe your company has always offered it, but it wasn't mandatory that you use it. Maybe they have recently made it into a new policy that you must use the time the law allows.
I would also think that this could depend on whether you are an exempt or non exempt employee. Sometimes employees on salary and hourly wage have different schedules or policies. I would think the very easiest way to find out would be to speak with your human resources contact. Hope this helps a bit.