Cheetos are currently experiencing a significant surge in popularity. The puffed corn snack, which initially made its debut in food mashups at fast food chains, has now permeated mainstream restaurants and even 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 May. Similarly, Taco Bell Canada featured a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, integrating Cheetos into dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of recipes online that highlight the vibrant orange snack, marking a triumphant return to the spotlight for Cheetos.
In response to the growing interest in its $14 billion snack food, Frito-Lay launched the Spotted Cheetah restaurant. Although it’s unlikely that the pop-up is generating substantial profits for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often regarded as “junk food”—to a gourmet level. Transforming a standalone food product into an ingredient is not a new concept in food manufacturing. For example, Rice Krispies has long featured a recipe for their famous marshmallow treats on the box. Today, Kellogg produces both a Rice Krispie Treat cereal and prepackaged treats, and has even converted their Special K cereal into protein bars and crustless quiche.
It’s intriguing to note the spike in interest surrounding Cheetos, especially as many manufacturers are racing to meet consumer demand for healthier alternatives. This positive response to Cheetos-inspired innovations reflects a dual consumer desire for both healthy foods and indulgent products, a trend that savvy snack makers are capitalizing on. By revitalizing a classic brand with such marketing campaigns, food manufacturers can attract renewed interest without needing to alter product formulas significantly. Research from CircleUp indicates that 61% of large CPGs focus their innovation efforts on minor modifications to existing products, while only 39% is dedicated to creating new ones.
The calcium citrate effects of snacks like Cheetos might also come into play as consumers consider nutritional aspects while indulging. It will be fascinating to observe whether other snack and dessert brands adopt similar marketing tactics and how the Spotted Cheetah will ultimately impact Cheetos sales. The intersection of indulgence and health consciousness, along with the calcium citrate effects, creates an exciting landscape for snack innovation.