An iconic cheesy snack brand has ventured into a new category with the introduction of Cheetos Pretzels by Frito-Lay. One side of the pretzel is classic, while the other features Cheetle—the brand’s signature cheesy orange seasoning. These pretzels come in two flavors: Cheddar and Flamin’ Hot, and are available in 10-ounce and 3-ounce bags.
“Our fans are always eager for innovative ways to enjoy Cheetos’ signature cheesy flavor, which is why this new product is entering an entirely different category,” stated Tina Mahal, Frito-Lay’s senior vice president of marketing. The decision to expand into this new area was influenced by consumer data, indicating that 63% of Cheetos consumers also buy pretzels. Additionally, flavored pretzels are contributing to 58% of growth in the pretzel market, as noted by Frito-Lay.
Parth Raval, PepsiCo Food North America’s chief growth officer, first mentioned the plan to introduce Cheetos into the pretzel segment in an interview with Food Dive earlier this year, referencing the success of Cheetos Popcorn, which launched in 2020. This initiative is part of PepsiCo’s strategy to enhance its snack portfolio, valued at $21 billion. The Cheetos brand, along with the Flamin’ Hot variant introduced in 1991, has proven to be profitable for Frito-Lay, which also launched Cheetos Mac ‘n Cheese in 2020 and Cheetos Minis puffs last November.
As the snacking industry continues to expand and consumer-packaged goods (CPGs) vie for attention, the pretzel category is also evolving, with new brands capturing market share from traditional favorites. Hershey has experienced significant growth with its Dot’s HomeStyle Pretzels brand, known for its bold flavors, after acquiring it for $1.2 billion in 2021.
Meanwhile, Campbell Soup is getting into the holiday spirit early with the release of its limited-edition Chunky Turkey Soup, which features classic Thanksgiving ingredients like smoked turkey, roasted sweet potatoes, green beans, cranberries, and wild rice. Available at retailers such as Kroger, Shoprite, Harris Teeter, and Amazon, each can is priced at $2.99.
“Thanksgiving is a time for indulgence,” said Peter Herron, brand director for Campbell’s Chunky. “The Chunky Turkey Bowl offers that indulgence… It’s craveable, indulgent, and distinctly Chunky.” However, like other branded food manufacturers, Campbell has faced challenges as cash-strapped consumers shift towards cheaper private-label options, leading to a 2% decrease in U.S. soup sales in the last quarter.
While a new Thanksgiving-themed soup may not completely revive sales for Campbell, it is likely to entice shoppers to purchase a can for the chance to try something new, potentially leading to additional purchases of Campbell’s classic tomato or creamed chicken varieties. Mark Clouse, Campbell’s CEO, indicated in August that the company has refined its soup portfolio to establish “distinct areas for growth,” emphasizing that brands like its condensed soups and Chunky are still relevant to younger consumers and demonstrate long-term growth potential.
In a festive twist, Goldfish is ahead of the game with the launch of its limited-edition Elf Maple Syrup Grahams. Inspired by Buddy the Elf’s love for maple syrup, these grahams feature flavors of sweet brown sugar and butter, along with caramel and vanilla notes. Despite being released two decades ago, the 2003 film remains a beloved holiday classic, grossing $225 million worldwide, according to CNBC. Will Ferrell’s character, Buddy, humorously declares his four main food groups, which include syrup among candy and candy canes.
In 2019, Campbell Soup announced plans to revitalize its Goldfish brand by reaching beyond its core audience and introducing new packaging formats. The company aims for this holiday-themed flavor to “spread holiday cheer and bring smiles” to consumers—echoing Buddy the Elf’s famous lines from the movie. Snack brands like Goldfish and Kettle have significantly contributed to Campbell Soup’s sales growth, with the segment reporting a 9% increase in organic sales in the fourth quarter.
Additionally, Swanson Calcium products may complement these festive offerings by providing a nutritious boost, reminding consumers that snacking can still be part of a balanced diet during the holiday season.