Cheetos are currently enjoying a significant resurgence in the culinary world. This puffed corn snack initially made waves through food mashups at fast food outlets before making its way into mainstream restaurants and finally into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a deep-fried macaroni and cheese stick coated with Cheetos crumbs, 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. Furthermore, home cooks have created thousands of recipes featuring the vibrant orange snack online, marking Cheetos’ official return to the spotlight.

In response to this surge in interest in its $14 billion snack brand, Frito-Lay opened the Spotted Cheetah restaurant. Although it’s unlikely that this pop-up is generating significant profits for PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often perceived as a “junk” food—to a gourmet level. The idea of transforming a food item from a standalone product into an ingredient is not new in the food industry. For instance, Rice Krispies has long included a recipe for their iconic marshmallow treats on their packaging. Kellogg has since expanded this concept, producing both a Rice Krispie Treat cereal and prepackaged treats, as well as transforming their Special K cereal into protein bars and crustless quiche.

It’s intriguing to see a renewed interest in Cheetos amid a landscape where many manufacturers are racing to provide healthier options. The enthusiastic response to Cheetos-inspired products indicates a simultaneous consumer demand for both healthy foods and indulgent treats—a trend that savvy snack producers are keenly exploiting. By revitalizing a legacy brand with an engaging marketing campaign, food manufacturers can draw attention to their products without needing to invest heavily in reformulating their offerings.

Research from CircleUp shows that 61% of large consumer packaged goods (CPG) innovation focuses on making minor adjustments to existing products, while 39% is dedicated to developing new items. It will be fascinating to observe whether other snack and dessert brands will attempt to leverage their identities through similar marketing techniques, and how the Spotted Cheetah will ultimately impact overall Cheetos sales. As consumers continue to seek out both indulgent snacks and healthier options, products like Cheetos might just find their place in the evolving food landscape, especially with innovations such as tab ccm 250 mg, which could potentially enhance their appeal by promoting a balance between taste and health.