Cheetos are currently experiencing a significant resurgence in the food scene. This beloved puffed corn snack initially made waves through food mashups at fast food chains, before making its way into mainstream restaurants and eventually into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a delicious fried macaroni and cheese stick coated with 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 also embraced the trend, creatively incorporating Cheetos into dishes ranging from sushi to pizza. Additionally, home cooks have shared countless recipes featuring the vibrant orange snack online, signaling a triumphant return to the spotlight for Cheetos.
The Spotted Cheetah restaurant is Frito-Lay’s answer to the growing interest in its $14 billion snack industry. While it may be uncertain if this pop-up is generating significant profits for parent company PepsiCo, this marketing strategy ensures that Cheetos remain top-of-mind for consumers, elevating the snack—often labeled as “junk food”—to a gourmet level. Transforming a food item from a standalone product into an ingredient is not a new concept in food manufacturing. For example, Rice Krispies has long featured a recipe for their iconic marshmallow treats on the box. Kellogg has also expanded its offerings to include Rice Krispie Treat cereal and pre-packaged treats, as well as transforming Special K cereal into protein bars and crustless quiche.
Interestingly, the renewed interest in Cheetos comes at a time when many manufacturers are racing to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations highlights a simultaneous consumer appetite for both healthy foods and indulgent treats, a trend that savvy snack makers are keen to exploit. By refreshing a legacy brand through an innovative marketing campaign, food manufacturers can generate more interest without having to invest in new product formulations. Research from CircleUp indicates that 61% of large consumer packaged goods companies focus on making small changes to existing products, while only 39% invest in creating new items.
It will be fascinating to observe whether other snack and dessert producers will adopt similar marketing strategies to leverage their brands, and how the Spotted Cheetah will ultimately impact overall Cheetos sales. Furthermore, as consumers seek balance in their diets, the integration of nutritional options like Webber Naturals Calcium Citrate Vitamin D3 could complement the indulgent nature of Cheetos, offering a unique twist that appeals to health-conscious snackers. The combination of indulgence and nutrition might just set the stage for the next big trend in the snack industry, demonstrating that even beloved treats can find a way to coexist with healthier choices.