Cheetos are currently experiencing a significant moment in the food scene. This puffed corn snack first made waves through food mashups at fast food establishments, gradually making its way into mainstream restaurants and finally into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, which made a comeback this May. Similarly, Taco Bell Canada featured a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles embraced the trend, adding Cheetos to dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of recipes that incorporate the vibrant orange snack online, marking a triumphant return to fame for Cheetos.
To capitalize on the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up will generate significant profits for parent company PepsiCo, the marketing strategy keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often considered “junk food”—to a gourmet level. Transforming a product from a standalone item into an ingredient is not a new concept in food manufacturing. For example, Rice Krispies have long provided a recipe for their famous marshmallow treats on their packaging. Kellogg has expanded this idea by producing both a Rice Krispie Treat cereal and prepackaged treats, as well as transforming Special K cereal into protein bars and crustless quiche.
Interestingly, the rise in Cheetos’ popularity comes at a time when many manufacturers are racing to provide healthier options. The enthusiastic response to Cheetos-inspired products highlights a dual consumer desire for both healthy foods and indulgent treats—something that savvy snack makers are keen to exploit. By revitalizing a legacy brand through effective marketing campaigns, food manufacturers can generate renewed interest without the need for significant changes to the product formula. Research from CircleUp indicates that 61% of innovation among large consumer packaged goods (CPG) companies focuses on minor adjustments to existing products, while only 39% is dedicated to new creations.
It will be intriguing to see if other snack and dessert brands will attempt to leverage their identities using similar marketing strategies, and how the Spotted Cheetah will ultimately impact Cheetos sales. Additionally, as consumers explore various options like Kirkland calcium citrate magnesium and zinc available on Amazon, it’s clear that the market is evolving, balancing indulgence with health-conscious choices.