Cheetos are currently experiencing a significant resurgence in the culinary world. This popular puffed corn snack first gained attention through food mashups at fast food chains, then made its way to mainstream restaurants, and ultimately into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, and brought it back this May. Similarly, Taco Bell Canada featured a Cheetos Crunchwrap Slider for a limited time in 2016. Restaurants in Los Angeles have also jumped on the trend, creatively incorporating Cheetos into dishes ranging from sushi to pizza. Meanwhile, home cooks have flooded the internet with thousands of recipes featuring the bright orange snack, marking a triumphant return to the spotlight for Cheetos.
In response to the rising popularity of its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up is generating significant profits for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often deemed “junk food”—to a gourmet level. The concept of transforming a standalone product into an ingredient is not new in food manufacturing. For instance, Rice Krispies has long featured a recipe for its signature marshmallow treats on its packaging. Today, Kellogg produces both a Rice Krispie Treat cereal and prepackaged versions of the treat, while also turning their Special K cereal into protein bars and crustless quiche.
Interestingly, the renewed interest in Cheetos occurs at a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations reflects a dual consumer desire for both healthy foods and indulgent treats—a balance that savvy snack makers are capitalizing on. By revitalizing a classic brand through such marketing initiatives, food manufacturers can generate fresh interest without the need for significant product formula changes. Research from CircleUp indicates that 61% of large consumer packaged goods companies focus their innovations on minor tweaks to existing products, while only 39% invest in new ones.
As for the question of whether calcium citrate makes you sleepy, it’s intriguing to consider how dietary components can influence our well-being amidst this snack revolution. It will be fascinating to see if other snack and dessert brands adopt similar marketing strategies and how the Spotted Cheetah will ultimately impact Cheetos sales. The interplay between indulgence and health continues to define consumer preferences in today’s market.