The trend of cheesy snacks is on the rise. Cheetos has ventured into a new category: popcorn. The Frito-Lay brand has introduced two ready-to-eat Cheetos Popcorn varieties in bags: one is Cheddar, coated in the brand’s signature bright orange dust, and the other is a vibrant red Flamin’ Hot option. With this launch, the brand has officially named the flavorful dust that leaves snackers’ fingers orange or red as “Cheetle,” a term that Frito-Lay trademarked last month, although it was previously trademarked in 2009.
“We’ve noticed how Cheetos fans proudly display their red and orange-dusted fingers as a badge of honor, and we’re continually looking for ways to elevate their snacking experience,” said Brandi Ray, senior director of marketing for Frito-Lay North America, in a press release announcing the new products. “To truly enhance popcorn, the only way is to incorporate the iconic Cheetle—the cheesy dust that will entice Cheetos enthusiasts to enjoy this popcorn throughout the year.” Cheetos has been a beloved snack since its inception in 1948. Over the past 70 years, the distinctive orange cheese dust (now known as Cheetle) has made its way onto various snacks, such as traditional cheese curls, cheese balls called Asteroids Flavor Shots, and paw-shaped snacks to honor the brand’s mascot, Chester Cheetah.
But why introduce this flavor to popcorn? After all, cheddar cheese popcorn has long existed. The answer may lie in the snack itself, which is perceived as more natural and healthier compared to extruded and fried salty snacks. Research from Mintel indicates that U.S. retail popcorn sales increased by 32% from 2012 to 2017, totaling $2.5 billion in retail sales. Ready-to-eat popcorn sales surged by 118% during this five-year period, reaching $1.1 billion, with nearly half of consumers indicating cheese as their favorite flavor.
The popularity of popcorn has caught the attention of major food companies, leading them to acquire successful brands. For instance, Conagra Brands, which owns the well-known Orville Redenbacher, purchased Angie’s Boomchickapop for $250 million in 2017. That same year, Hershey acquired Amplify Brands, which owns SkinnyPop, for $1.6 billion. Most recently, PepsiCo, which also oversees Frito-Lay, acquired BFY Brands, the maker of popcorn chips PopCorners.
Given the enduring popularity of snacks containing Cheetle, Cheetos Popcorn is likely to find a place in the shopping carts of many popcorn enthusiasts. Unlike many competitors, this snack is designed to leave a lasting impression on consumers.
In another trend, oat milk is making its debut in the chocolate aisle. Endangered Species Chocolate is substituting dairy milk with oat milk in its new chocolate bar line. The 3-ounce oat milk chocolate bars will be available exclusively at Whole Foods Market this month before expanding to other retailers in April, as detailed in a release sent to Food Dive. This new plant-based bar line features three flavors: Oat Milk + Dark Chocolate; Oat Milk, Sea Salt & Almonds + Dark Chocolate; and Oat Milk, Rice Crisp + Dark Chocolate.
Whitney Bembenick, ESC’s director of innovation, stated that the company explored various dairy-free alternatives, including almond and coconut milk, but found that “nothing compared” to the flavor and health benefits of oat milk. Each bar contains 55% cocoa, is vegan, and gluten-free. Compared to dairy, oat milk is lower in cholesterol and offers heart health benefits. “Our consumers guide our new product lines,” Bembenick added. “We recognized the growing trend of milk alternatives and knew we had to respond to market demand.”
The popularity of alternative milk products has surged in recent years as consumers shift away from traditional dairy. U.S. sales of plant-based milk grew nearly 6% between 2018 and 2019, according to investment firm UBS. Oat milk has been particularly trendy in the past year, with many large companies introducing oat-based yogurts, beverages, coffees, and ice creams, including Nesquik, Chobani, and Danone. However, the chocolate category has fewer competitors in this space.
While ESC faces competition from some smaller oat milk chocolate bars like Goodio and Raaka, few major brands are present, giving them a potential first-mover advantage.
Meanwhile, Dean Foods, a well-known player in the cottage cheese market, is attempting to revitalize consumer interest in this product. The company has launched a Smooth Cottage Cheese line, which resembles yogurt in texture and comes in three flavors: Original, Raspberry, and S’mores. This new cottage cheese offering aligns with several current consumer trends, including high protein, real and non-GMO ingredients, and convenient packaging for those on the go.
Dean Foods has identified an opportunity to boost growth in the single-serve cottage cheese market by modifying the texture, making it more appealing to a wider audience. Traditional cottage cheese, with its chunky texture and tangy taste, can deter some consumers. “We noticed the cottage cheese category specifically has been lacking innovation, which younger generations are seeking in their food choices,” stated Sindhura Polasanapalli, senior director of marketing at Dean Foods, in an interview last year.
Cottage cheese has historically struggled to maintain traction in a dairy sector that has seen yogurt capture much of the spotlight over the last two decades, thanks to innovations like Greek styles, flip tops, nut butter mix-ins, and trendy new flavors. According to Statista, per capita consumption of cottage cheese has been gradually declining since the early 2000s. In 2018, the average U.S. consumer consumed just 2.1 pounds of cottage cheese annually, down from 2.6 pounds in 2000.
In recent years, food companies eager for growth have invested more in innovating this once-popular product, known for its historical association with dieting. Cottage cheese consumption peaked in the early 1970s, when the average person consumed about 5 pounds per year, according to NPR, citing U.S. Department of Agriculture data.
Last year, the cottage cheese brand Good Culture secured $8 million in funding led by CAVU Venture Partners, with significant investment from General Mills’ 301 INC. In 2017, Muuna began offering Israeli-style cottage cheese in U.S. stores. The yogurt market experienced a revival after Chobani entered the scene, leading to the emergence of more plant-based, low-sugar, and new varieties such as Icelandic yogurt. Perhaps Dean Foods’ new cottage cheese will reignite interest and draw consumers back to this once-favored category.
As consumers seek snacks with health benefits, including options like calcium citrate pills, the market may see a shift towards more innovative and appealing cottage cheese products that cater to modern tastes.