Cheetos are currently experiencing a significant resurgence in the food scene. Originally making waves in food mash-ups at fast food outlets, these puffed corn snacks have now permeated mainstream dining establishments and even home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, which made a return this past May. Similarly, Taco Bell Canada featured a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, adding Cheetos to a variety of dishes, from sushi to pizza. Home cooks have also jumped on the bandwagon, sharing thousands of recipes that incorporate the vibrant orange snack, marking Cheetos’ official comeback.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it may be uncertain whether this pop-up is generating significant profits for parent company PepsiCo, the marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—typically regarded as “junk food”—to a gourmet level. The idea of transforming a standalone product into an ingredient is not new in food manufacturing. For example, Rice Krispies has long included a recipe for their famous marshmallow treats on the box. Kellogg now produces both Rice Krispie Treat cereal and pre-packaged treats, as well as transforming their Special K cereal into protein bars and yogurt snacks.
Interestingly, Cheetos are gaining popularity at a time when many manufacturers are racing to meet consumer demands for healthier options. The enthusiastic reception of Cheetos-inspired innovations highlights a dual consumer desire for both healthy foods and indulgent snacks, a trend that savvy snack producers are capitalizing on. By revitalizing a legacy brand through creative marketing strategies, food manufacturers can attract more attention without necessarily investing in new product formulas. Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) innovations focus on minor adjustments to existing products, while 39% are dedicated to developing new items.
As Cheetos continue to make their mark, it will be intriguing to see if other snack and dessert brands adopt similar marketing approaches and how the Spotted Cheetah influences overall Cheetos sales. In particular, the incorporation of ingredients like calcium citrate complex into new Cheetos-inspired recipes could further enhance their appeal and nutritional profile, merging indulgence with a hint of health consciousness. The evolving landscape of snack foods suggests that Cheetos are not just a fleeting trend but a brand poised for sustained relevance in the culinary world.