Cheetos are currently experiencing a significant resurgence in the food scene. This puffed corn snack began its journey through food mashups at fast food chains, eventually making its way into mainstream restaurants and home kitchens. Burger King introduced Mac n’ Cheetos in June 2016—a fried macaroni and cheese stick coated with Cheetos—and brought it back this past May. Similarly, Taco Bell Canada featured a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced this trend, incorporating Cheetos into dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of recipes online featuring the iconic orange snack, marking a notable revival for Cheetos.
In response to the growing interest in its $14 billion brand, Frito-Lay launched the Spotted Cheetah restaurant. While it may not be generating substantial profits for parent company PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often seen as “junk food”—to a gourmet status. Transforming a simple snack into a culinary ingredient isn’t a new concept in food production. For instance, Rice Krispies have long included a recipe for their famous marshmallow treats on their packaging, and Kellogg has expanded its offerings to include Rice Krispie Treat cereal and prepackaged treats. They’ve also adapted Special K into protein bars and crustless quiche.
Interestingly, the spike in Cheetos’ popularity comes at a time when many manufacturers are rushing to meet consumer demands for healthier options. The enthusiastic reception of Cheetos-inspired products indicates that consumers crave both healthy foods and indulgent treats. Savvy snack makers are capitalizing on this dual desire. By enhancing a legacy brand with marketing campaigns like Spotted Cheetah, food manufacturers can generate renewed interest without the need for extensive product reformulations.
Research from CircleUp reveals that 61% of innovations by large consumer packaged goods companies focus on minor adjustments to existing products, while only 39% is allocated to developing new offerings. It will be fascinating to observe whether other snack and dessert brands will adopt similar marketing strategies and how the Spotted Cheetah initiative will influence overall Cheetos sales.
Additionally, incorporating health-conscious ingredients like calcium citrate 500 could further enhance Cheetos’ appeal in this evolving market landscape. As consumers seek to balance indulgence with nutrition, integrating elements such as calcium citrate 500 into recipes may offer a way to attract a broader audience. The innovative marketing strategies surrounding Cheetos, combined with potential health benefits, may pave the way for a new era of snack foods that resonate with both health-conscious and indulgent consumers alike.