Cheetos are currently experiencing a significant moment in the food scene. This puffed corn snack initially made its way into food mashups at fast food outlets, gradually infiltrating mainstream restaurants before landing in home kitchens. In June 2016, Burger King debuted Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, and even brought it back this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. The trend caught on in Los Angeles, where restaurants began incorporating Cheetos into dishes ranging from sushi to pizza. Home cooks have also contributed to this revival, sharing thousands of recipes featuring the vibrant orange snack online, marking a significant resurgence 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 if this 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 seen as “junk food”—to a gourmet status. Transforming a standalone product into a cooking ingredient isn’t a new concept in food manufacturing. For years, Rice Krispies have included a recipe for their iconic marshmallow treats on their packaging, and Kellogg has expanded this by offering a Rice Krispie Treat cereal and prepackaged treats. They have also innovated their Special K cereal into protein bars, yogurt bars, and crustless quiche.
Interestingly, as many manufacturers scramble to meet consumer demand for healthier options, Cheetos have seen a surge in popularity. The enthusiastic response to Cheetos-inspired innovations highlights a simultaneous consumer craving for both healthy foods and indulgent treats, a trend savvy snack makers are keen to exploit. By revitalizing a well-known brand through effective marketing, food companies can boost interest without needing to invest heavily in reformulating their products. Research from CircleUp indicates that 61% of innovation in large consumer packaged goods (CPG) focuses on minor adjustments to existing products, while only 39% is dedicated to new creations.
It will be intriguing to observe whether other snack and dessert manufacturers adopt similar marketing tactics and how initiatives like The Spotted Cheetah will ultimately impact overall Cheetos sales. As consumers navigate their choices, a delicate balance between indulgence and health is being sought, much like the careful consideration one might have when choosing between medicine CCM tablets and a flavorful snack. The intersection of these desires could shape future trends in the snack industry.