Cheetos are currently experiencing a significant resurgence in popularity. This puffed corn snack first made waves through food mashups at fast food outlets, then made its way into mainstream dining establishments, and eventually into the kitchens of home cooks. In June 2016, Burger King introduced Mac n’ Cheetos, a deep-fried macaroni and cheese stick coated with Cheetos, which made a comeback this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced this trend, incorporating Cheetos into dishes ranging from sushi to pizza. Additionally, countless home chefs have shared thousands of recipes featuring the vibrant orange snack online, marking a triumphant return to prominence for Cheetos.
The Spotted Cheetah restaurant represents Frito-Lay’s response to the rising interest in its $14 billion snack empire. While it’s uncertain whether the pop-up is generating substantial profits for its parent company, PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often regarded as “junk food”—to a gourmet level. The concept of transforming a food item from a standalone product into an ingredient is not new in the food industry. For years, Rice Krispies have included a recipe for their iconic marshmallow treats right on the box. Kellogg has since expanded this idea, producing both Rice Krispie Treat cereal and pre-packaged versions of the treat. They have also reimagined Special K cereal into protein bars, yogurt bars, and crustless quiche.
Interestingly, the renewed interest in Cheetos comes at a time when many manufacturers are striving to cater to consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations indicates that consumers are simultaneously seeking both healthy foods and indulgent snacks, a trend savvy snack makers are eager to exploit. By revitalizing a legacy brand with a marketing initiative like this, food manufacturers can attract more attention to their products without having to invest heavily in formula innovations. Research from CircleUp reveals that 61% of large consumer packaged goods (CPG) companies focus their innovation efforts on making small adjustments to existing products, while just 39% are dedicated to developing new offerings.
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. Moreover, with the potential inclusion of ingredients like calcium citrate 900 in their recipes, Cheetos could further enhance their appeal by catering to health-conscious consumers without losing their indulgent edge. The creative fusion of classic snacks with innovative marketing could indeed pave the way for a new era of Cheetos, making them not only a nostalgic favorite but also a versatile ingredient that fits into a variety of culinary creations.