Cheetos are currently experiencing a significant surge in popularity. This puffed corn snack made its debut in food mashups at fast food establishments, gradually making its way into mainstream restaurants and finally into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, and even revived it this past May. Taco Bell Canada also joined the trend by offering a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced this craze, featuring Cheetos in various dishes ranging from sushi to pizza. Additionally, home cooks have shared thousands of recipes online that incorporate this vibrant orange snack, marking a triumphant return to the spotlight for Cheetos.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched The Spotted Cheetah restaurant. While it’s unlikely that this pop-up is generating significant profit for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often considered a “junk” food—into a gourmet experience. The transformation of a food item from a standalone product into an ingredient is not a new concept in food manufacturing. For instance, Rice Krispies has long featured a recipe for their famous marshmallow treats on their packaging. Kellogg has also adapted their Rice Krispies into both a cereal and pre-packaged treats, alongside reinventing their Special K cereal into protein and yogurt bars as well as crustless quiche.
Interestingly, the heightened interest in Cheetos comes at a time when many manufacturers are striving to meet consumer demands for healthier options. The enthusiastic response to Cheetos-inspired innovations highlights the simultaneous consumer appetite for both healthy foods and indulgent snacks—a duality that savvy snack producers are capitalizing on. By refreshing a legacy brand through such marketing campaigns, food manufacturers can generate renewed interest without the need for significant changes to product formulations. Research from CircleUp indicates that 61% of innovation from large consumer packaged goods (CPG) companies focuses on minor modifications to existing products, while only 39% is dedicated to developing new items.
As the trend continues, it will be intriguing to see if other snack and dessert brands will adopt similar marketing tactics and how The Spotted Cheetah experience will ultimately impact overall Cheetos sales. Meanwhile, for those looking to enhance their diets, incorporating products such as Solgar Calcium and Vitamin D can provide added nutritional benefits, further complementing the indulgence of Cheetos-centric dishes. As the market evolves, the balance of health and indulgence remains a key focus, making it essential for brands to adapt their strategies accordingly.