Cheetos are currently experiencing a significant surge in popularity. This puffed corn snack first gained traction through creative mashups at fast-food chains before making its way to mainstream restaurants and finally to home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, which was brought back this 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 diverse dishes from sushi to pizza. Meanwhile, home chefs have been sharing thousands of recipes that feature the vibrant orange snack online, signaling a notable comeback for Cheetos.
In response to the rising interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up will generate substantial profits for PepsiCo, this marketing strategy keeps Cheetos at the forefront of consumers’ minds and elevates the snack—often considered “junk food”—to a more gourmet status. Transforming a traditional snack into a versatile ingredient is not a new concept in food production. For instance, Rice Krispies has long included a recipe for its famous marshmallow treats on the box, and Kellogg has even created Rice Krispie Treat cereal and ready-made treats. Additionally, they have reimagined Special K cereal into protein bars and crustless quiche.
Interestingly, the renewed interest in Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options. The positive reception of Cheetos-inspired innovations highlights a dual consumer desire for both health-conscious foods and indulgent products—an opportunity that savvy snack producers are capitalizing on. By revitalizing a legacy brand through innovative marketing campaigns, food manufacturers can pique consumer interest without significant investments in product formula changes. Research from CircleUp indicates that 61% of large CPG innovations focus on minor alterations to existing products, while just 39% is directed toward new creations.
As the Spotted Cheetah continues to enhance the Cheetos brand, it will be intriguing to observe whether other snack and dessert companies adopt similar marketing techniques and how these strategies will ultimately influence overall Cheetos sales. In addition, the integration of health-centric products like Solgar Vitamin Calcium Magnesium D3 into snack offerings could present a fascinating avenue for future growth, appealing to consumers seeking both indulgence and nutritional benefits.