Cheetos are currently experiencing a significant resurgence in the food scene. This puffed corn snack initially made its way into food mashups at fast food restaurants, gradually spreading to mainstream dining establishments and eventually into 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. Additionally, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles embraced this trend by incorporating Cheetos into dishes ranging from sushi to pizza. Moreover, home cooks have posted thousands of recipes featuring the vibrant orange snack online, marking a notable comeback for Cheetos.
To capitalize on 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 profits for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often regarded as “junk food”—to a gourmet level. The transformation of a food item from a standalone product to an ingredient is not new in the food industry. For instance, Rice Krispies has long included a recipe for their famous marshmallow treats on the box, and Kellogg now offers both a Rice Krispie Treat cereal and prepackaged treats. Furthermore, Kellogg has reimagined its Special K cereal into protein bars, yogurt bars, and even crustless quiche.
Interestingly, the rising interest in Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options, such as calcium carbonate and calcium citrate tablets for those seeking dietary supplements. The strong positive reception of Cheetos-inspired innovations indicates a simultaneous consumer desire for healthier fare and indulgent snacks—a duality that savvy snack producers are keen to exploit. By refreshing a legacy brand through effective marketing campaigns, food manufacturers can generate renewed interest without needing to reinvent product formulas. Research from CircleUp reveals that 61% of large consumer packaged goods companies focus their innovation efforts on small modifications to existing products, while 39% are dedicated to creating new items. It will be fascinating to observe whether other snack and dessert brands adopt similar marketing strategies and how the Spotted Cheetah initiative impacts overall Cheetos sales, especially as consumers navigate their choices between traditional snacks and healthier alternatives like calcium carbonate and calcium citrate tablets.