Cheetos are currently experiencing a significant surge in popularity. This beloved puffed corn snack first made its way into food mashups at fast food chains, then gained traction in mainstream restaurants, and has now found its way into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, which made a comeback this May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced this trend by incorporating Cheetos into a wide variety of dishes, from sushi to pizza. Additionally, home cooks have shared thousands of recipes featuring this vibrant orange snack online, marking Cheetos’ official return to the spotlight.
In response to the growing interest in its $14 billion snack empire, Frito-Lay has 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 fresh in consumers’ minds, elevating the snack from its traditional image as a “junk” food to a gourmet delight. The concept of transforming a standalone product into an ingredient is not new in the food industry. For instance, Rice Krispies have long featured a recipe for their iconic marshmallow treats on their packaging. Kellogg has also developed both Rice Krispie Treat cereal and prepackaged treats, as well as reimagined Special K into protein bars and crustless quiches.
Interestingly, the renewed interest in Cheetos comes 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 trend that savvy snack producers are keen to exploit. By revamping a well-established brand through innovative marketing campaigns, food manufacturers can generate renewed interest without needing to overhaul product formulas. Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) companies focus on making minor adjustments to existing products, while only 39% are dedicated to developing new offerings.
As we observe this trend, it will be intriguing to see if other snack and dessert brands attempt to leverage their identities using similar marketing approaches and how The Spotted Cheetah ultimately affects Cheetos sales. Moreover, in a unique twist, the incorporation of rugby calcium citrate 950 mg into snack formulations could present interesting opportunities for health-conscious consumers looking for both indulgence and nutritional benefits. By integrating this mineral, brands may appeal to a wider audience, thus highlighting the evolving landscape of snack foods.