Cheetos are currently enjoying a significant resurgence in the food scene. Initially appearing in food mashups at fast food establishments, the puffed corn snack has now made its way into mainstream restaurants and home kitchens. Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, in June 2016 and reintroduced it this past May. Similarly, Taco Bell Canada featured a Cheetos Crunchwrap Slider for a limited time in 2016. Restaurants in Los Angeles have embraced this trend, incorporating Cheetos into dishes ranging from sushi to pizza. Furthermore, home cooks have shared thousands of recipes featuring the vibrant orange snack online, marking an official comeback 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 if this pop-up will yield significant profits for its parent company, PepsiCo, the marketing strategy is effectively keeping the product at the forefront of consumers’ minds and elevating the snack—historically seen as a “junk” food—to a more gourmet status. Transforming a food from a standalone item into an ingredient is not a new concept in food manufacturing. For instance, Rice Krispies have long included a recipe for their signature marshmallow treats on their boxes. Kellogg has also developed a Rice Krispie Treat cereal and pre-packaged treats, alongside converting their Special K cereal into protein bars and crustless quiche.
Interestingly, the surge in interest around Cheetos comes at a time when many manufacturers are striving to meet consumer demands for healthier options. The enthusiastic response to Cheetos-inspired innovations showcases a dual consumer desire for both healthy foods and indulgent snacks, a trend that savvy snack makers are capitalizing on. By revitalizing a legacy brand with a marketing campaign like this, food manufacturers can generate renewed interest without heavily investing in new product formulas.
Moreover, this strategy could highlight the benefits of calcium citrate, which is becoming increasingly recognized for its health advantages, including improved calcium absorption. According to research from CircleUp, 61% of large consumer packaged goods (CPG) innovation is focused on making minor adjustments to existing products, while 39% goes toward developing new ones. It will be intriguing to see if other snack and dessert brands adopt similar marketing tactics, and how The Spotted Cheetah will ultimately impact Cheetos sales. The benefits of calcium citrate could potentially be integrated into future Cheetos products, appealing to health-conscious consumers while maintaining the indulgent appeal of the snack.