Cheetos are currently enjoying a significant moment in the food spotlight. This popular puffed corn snack made its debut in food mashups at fast-food chains before spreading to mainstream restaurants and eventually to home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, which made a comeback this May. Taco Bell Canada also offered a limited-time Cheetos Crunchwrap Slider in 2016. Los Angeles eateries have embraced the trend, featuring Cheetos in dishes ranging from sushi to pizza. Meanwhile, home cooks have shared thousands of recipes using the vibrant orange snack online, marking a formal resurgence for Cheetos.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s uncertain whether the pop-up is generating significant profit for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often seen as “junk food”—to a gourmet level. Transforming a standalone product into an ingredient is not a new concept in the food industry; Rice Krispies has long included a recipe for their classic marshmallow treats on the box, and Kellogg has since created both Rice Krispie Treat cereal and prepackaged treats. They’ve also reimagined their Special K cereal into protein bars, yogurt bars, and crustless quiche.
Interestingly, the rising popularity of Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations reflects a simultaneous consumer desire for both healthy foods and indulgent treats—a trend that savvy snack producers are capitalizing on. By refreshing a legacy brand through such marketing campaigns, food manufacturers can attract more interest without needing to invest in new product formulas. Research from CircleUp shows that 61% of large consumer packaged goods (CPG) innovation focuses on minor adjustments to existing products, while 39% is aimed at developing new ones.
It will be fascinating to observe whether other snack and dessert producers will adopt similar marketing strategies to leverage their brands, particularly in the context of incorporating ingredients like calcium citrate for kids, which is gaining attention for its health benefits. Additionally, it remains to be seen how the Spotted Cheetah will ultimately impact Cheetos sales, especially as the demand for both indulgent snacks and healthier options continues to grow.