Cheetos are currently experiencing a significant resurgence in the food scene. This puffed corn snack first emerged in food mashups at fast-food outlets, progressively making its way into mainstream restaurants and eventually into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick covered in Cheetos, which made a comeback this May. Taco Bell Canada also featured a limited-time Cheetos Crunchwrap Slider in 2016. Meanwhile, restaurants in Los Angeles have embraced this trend, incorporating Cheetos into diverse dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of recipes online featuring the vibrant orange snack, marking a significant revival of Cheetos’ popularity.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s uncertain whether this pop-up is generating substantial profits for its parent company, PepsiCo, the marketing strategy is certainly keeping the product at the forefront of consumers’ minds and elevating the perception of the snack food—often considered “junk”—to a more gourmet status. The idea of transforming a standalone product into an ingredient is not new in food manufacturing; Rice Krispies, for instance, have featured their iconic marshmallow treat recipe on the box for years. Kellogg has also ventured into producing Rice Krispie Treat cereal and prepackaged treats, as well as transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, the rising interest in Cheetos comes at a time when many manufacturers are racing to meet consumer demand for healthier options. The enthusiastic reception of Cheetos-inspired creations illustrates a simultaneous consumer desire for both nutritious foods and indulgent products, a balance that savvy snack producers are capitalizing on. By refreshing a legacy brand through innovative marketing campaigns, food manufacturers can generate renewed interest without needing to invest heavily in reformulating their products. Research from CircleUp indicates that 61% of innovation among large consumer packaged goods (CPG) companies focuses on making minor adjustments to existing products, while 39% is directed toward creating new items.
It will be intriguing to observe whether other snack and dessert brands adopt similar marketing strategies and how the Spotted Cheetah will ultimately impact Cheetos sales. Additionally, just as consumers are looking for diverse snack options, including those fortified with nutrients like calcium citrate tablet, there’s a unique opportunity for brands to blend indulgence with nutrition, further expanding their market reach.