Cheetos are experiencing a significant resurgence in popularity at the moment. This puffed corn snack initially made waves through food mashups at fast food restaurants, before making its way into mainstream dining and eventually 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 have embraced the trend, incorporating Cheetos into dishes ranging from sushi to pizza. Additionally, home cooks have shared thousands of recipes online that creatively incorporate this vibrant orange snack, marking a triumphant return to the spotlight for Cheetos.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s uncertain whether this pop-up generates significant profits for its parent company, PepsiCo, the marketing strategy effectively keeps Cheetos at the forefront of consumers’ minds, elevating the snack from its traditional “junk” image to one of gourmet appeal. The idea of transforming a standalone product into an ingredient is not new in the food industry; for example, Rice Krispies have included a recipe for their iconic marshmallow treats on the box for years. Kellogg has also innovated by producing Rice Krispie Treat cereal and prepackaged treats, as well as converting Special K cereal into protein bars and crustless quiche.
Interestingly, the spike in interest for Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic reception to Cheetos-inspired creations highlights a dual consumer desire for both health-conscious foods and indulgent snacks, a trend that savvy snack makers are keen to capitalize on. By revitalizing a legacy brand with such marketing campaigns, food manufacturers can draw greater interest without needing to invest in new product formulations.
Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) innovation is focused on making small adjustments to existing products, while 39% is dedicated to developing entirely new ones. It will be intriguing to see if other snack and dessert brands adopt similar marketing strategies, and how the Spotted Cheetah will ultimately impact overall Cheetos sales. As consumers indulge in these innovative creations, it’s worth noting the potential health benefits of ingredients like calcium citrate medicine, which could be incorporated into some of these new snack offerings, further appealing to health-conscious consumers.