Cheetos are currently enjoying a significant moment in the food spotlight. This puffed corn snack initially made waves through food mashups at fast food establishments, later making its way to mainstream restaurants and eventually into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a deep-fried macaroni and cheese stick coated with Cheetos, which made a comeback this May. Taco Bell Canada also joined the trend in 2016 with its limited-time Cheetos Crunchwrap Slider. Restaurants in Los Angeles embraced this trend, featuring Cheetos in dishes ranging from sushi to pizza. Furthermore, home cooks have shared thousands of recipes online that incorporate the vibrant orange snack, marking Cheetos’ official resurgence into the culinary limelight.
The Spotted Cheetah restaurant serves as Frito-Lay’s response to the increasing interest in its $14 billion snack brand. Although the pop-up may not be generating significant profits for parent company PepsiCo, this marketing strategy keeps the product fresh in consumers’ minds and elevates the snack—historically seen as “junk food”—to a gourmet level. Transforming a standalone food item into an ingredient is not a new concept in food manufacturing. For instance, Rice Krispies have included a recipe for their classic marshmallow treats on the box for years. Kellogg has since expanded, creating both Rice Krispie Treat cereal and prepackaged treats, along with transforming Special K cereal into protein bars and crustless quiche.
Interestingly, the rising interest in Cheetos comes at a time when many manufacturers are hurrying to meet consumer demands for healthier options. The enthusiastic response to Cheetos-inspired innovations highlights a dual consumer desire for both nutritious foods and indulgent snacks, a trend that savvy snack makers are capitalizing on. By revitalizing a legacy brand through innovative marketing campaigns, food manufacturers can attract more attention to their products without needing to invest heavily in reformulating their recipes. According to research from CircleUp, 61% of large companies’ innovation efforts focus on making minor adjustments to existing products, while 39% is dedicated to developing new ones.
It will be intriguing to observe whether other snack and dessert brands will employ similar marketing tactics to enhance their visibility and how the Spotted Cheetah initiative will ultimately influence Cheetos sales. As consumers seek a balance between indulgence and health, incorporating elements like cissus quadrangularis, calcium citrate, and vitamin D3 into new products could further enhance Cheetos’ appeal in this evolving market. The interplay between classic snacks and health-conscious ingredients may pave the way for the next wave of innovative culinary creations.