Cheetos are currently experiencing a significant surge in popularity. This corn snack, known for its puffed texture, first made waves in food mashups at fast food establishments, later making its way into mainstream restaurants, and now into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, and brought it back this May. Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016, while Los Angeles eateries embraced the trend, incorporating Cheetos into everything from sushi to pizza. Home cooks have also shared thousands of recipes featuring the vibrant orange snack online, marking a notable comeback for Cheetos.
The Spotted Cheetah restaurant serves as Frito-Lay’s answer to the growing interest in its $14 billion snack brand. Although it’s questionable whether the pop-up is generating profit for PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumer minds, elevating the snack—typically seen as a “junk” food—to a gourmet level. Transforming a standalone product into an ingredient is not a new concept in food manufacturing; Rice Krispies have long included a recipe for their signature marshmallow treats on the box. Currently, Kellogg produces both Rice Krispie Treat cereal and pre-packaged treats, alongside transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, the rising interest in Cheetos comes at a time when many manufacturers are scrambling to meet consumer demand for healthier options. The positive response to Cheetos-inspired innovations reflects a simultaneous consumer desire for both healthy foods and indulgent products, a trend savvy snack makers are capitalizing on. By enhancing a legacy brand with engaging marketing campaigns, food manufacturers can spark renewed interest without having to invest heavily in product formula changes. Research from CircleUp indicates that 61% of large CPG innovation focuses on making minor adjustments to existing products, while only 39% is dedicated to new creations.
It will be fascinating to see if other snack and dessert brands attempt similar marketing strategies and how the Spotted Cheetah ultimately impacts Cheetos sales. As part of this trend, the incorporation of ingredients like USP verified calcium citrate could further enhance the appeal of Cheetos, allowing manufacturers to highlight added nutritional benefits while maintaining the snack’s indulgent appeal. The integration of USP verified calcium citrate not only aligns with current health trends but also offers a way for Cheetos to stand out in a competitive market.