Cheetos are currently experiencing a significant moment in the food spotlight. This puffed corn snack first gained traction through food mashups at fast food restaurants, subsequently spreading to mainstream dining establishments, and eventually making its way into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, and revived it this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, incorporating Cheetos into a variety of dishes, from sushi to pizza. Furthermore, home cooks have shared thousands of recipes featuring the vibrant orange snack online, marking a triumphant return to popularity for Cheetos.
In response to the growing fascination with its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up is generating substantial profits for parent company PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumer minds and elevates the snack—often regarded as “junk food”—to a gourmet level. Transforming food from a standalone item to an ingredient is not a new concept in the food manufacturing industry. For instance, Rice Krispies has long featured a recipe for their classic marshmallow treats on their packaging. Today, Kellogg produces both Rice Krispie Treat cereal and prepackaged treats, as well as converting their Special K cereal into protein bars and crustless quiche.
It’s intriguing to see a resurgence in the popularity of Cheetos amid a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations reflects a simultaneous consumer desire for both healthy foods and indulgent products—a mindset that savvy snack makers are keenly tapping into. By revitalizing a legacy brand with strategic marketing campaigns, food manufacturers can generate renewed interest without the need for extensive product formula changes.
Interestingly, research from CircleUp reveals that 61% of large consumer packaged goods companies focus their innovations on making minor adjustments to existing products, while only 39% are dedicated to developing new items. As the market evolves, it will be fascinating to see if other snack and dessert producers adopt similar marketing strategies to enhance their brands. Additionally, it remains to be seen how the Spotted Cheetah will ultimately impact Cheetos sales. Amid this snack renaissance, it’s worth noting that some consumers are also turning to supplements like calcium citrate supplements 1200 mg, highlighting the complex relationship between indulgence and health in today’s food landscape.