Cheetos are currently experiencing a significant resurgence in the food scene. This puffed corn snack first made waves through food mashups at fast-food chains, gradually 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 coated with Cheetos, and brought it back this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, creatively using Cheetos in dishes ranging from sushi to pizza. Meanwhile, home cooks have shared countless recipes featuring the bright orange snack online, marking a triumphant return to the spotlight for Cheetos.
In response to the rising interest in its $14 billion snack brand, Frito-Lay launched The Spotted Cheetah restaurant. While it’s uncertain whether this pop-up will generate significant profits for its parent company, PepsiCo, this marketing strategy keeps the product fresh in consumers’ minds and elevates the snack—often perceived as “junk food”—to a gourmet level. Transforming a food from a standalone item into an ingredient is not a new concept in the food industry. For years, Rice Krispies have featured a recipe for their famous marshmallow treats on the box. Today, Kellogg offers both Rice Krispie Treat cereal and prepackaged treats, alongside transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, the surge in Cheetos’ popularity comes at a time when many manufacturers are racing to meet consumer demand for healthier options. The favorable response to Cheetos-inspired innovations illustrates a simultaneous consumer appetite for both healthy foods and indulgent snacks—a trend that savvy snack producers are capitalizing on. By revitalizing a legacy brand with inventive marketing campaigns, food manufacturers can generate renewed interest without needing to overhaul product formulas. Research from CircleUp reveals that 61% of innovation among large consumer packaged goods (CPG) companies is directed at making minor improvements to existing products, while only 39% focuses on developing new items.
As this trend continues, it will be fascinating to observe whether other snack and dessert brands adopt similar marketing strategies and how The Spotted Cheetah impacts overall Cheetos sales. Moreover, amidst this indulgent craze, products like bariatric advantage calcium chews serve as a reminder that there is still a market for health-focused snacks, emphasizing the diverse needs of today’s consumers. Ultimately, balancing indulgence and health will be crucial for brands aiming to thrive in this evolving landscape.