Cheetos are currently experiencing a significant resurgence in popularity. The beloved puffed corn snack first made waves through creative food mashups at fast food outlets, later spreading to mainstream restaurants and home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, and brought it back this May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. The trend has also been embraced by restaurants in Los Angeles, where Cheetos have found their way into dishes ranging from sushi to pizza. Home cooks have contributed to this revival by sharing thousands of recipes featuring the iconic orange snack online, marking a triumphant return for Cheetos.
In response to this renewed interest in its $14 billion snack brand, Frito-Lay has launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up will generate significant profits for its parent company, PepsiCo, the marketing strategy keeps Cheetos fresh in consumers’ minds and elevates the snack—often considered a “junk” food—to a more gourmet status. Transforming a standalone product into an ingredient is not a new concept in the food industry; Rice Krispies, for instance, have long included a recipe for their famous marshmallow treats on the box. Kellogg has also capitalized on this idea by creating both a Rice Krispie Treat cereal and pre-packaged treats, as well as transforming Special K into protein bars and crustless quiche.
Interestingly, the heightened interest in Cheetos comes at a time when many manufacturers are racing to meet consumer demands for healthier options. The enthusiastic response to Cheetos-inspired innovations reflects a dual consumer desire for both healthy foods and indulgent treats—a trend that savvy snack makers are keen to exploit. By refreshing a legacy brand through such marketing initiatives, food manufacturers can generate renewed interest without the need for costly product formula changes. Research from CircleUp indicates that 61% of large consumer packaged goods companies focus their innovation efforts on making minor adjustments to existing products, while 39% are dedicated to developing new items.
As the Cheetos phenomenon unfolds, it will be intriguing to see if other snack and dessert brands adopt similar marketing strategies, and how the Spotted Cheetah will impact overall Cheetos sales. Moreover, incorporating elements like calcium citrate dm into recipes could further enhance the appeal of these snacks, attracting health-conscious consumers without sacrificing indulgence. The evolving landscape of snack foods could pave the way for innovative uses of traditional ingredients, blending comfort and health in unexpected ways.