Cheetos are currently experiencing a significant resurgence in the food world. This puffed corn snack initially made waves through creative mashups at fast-food chains, gradually making its way into mainstream restaurants and even home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, which made a comeback this past May. Additionally, Taco Bell Canada featured a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles joined the trend, experimenting with Cheetos in dishes ranging from sushi to pizza. Moreover, home cooks have posted thousands of recipes online that incorporate the vibrant orange snack, marking a notable return to the spotlight for Cheetos.
In response to the increased interest in its $14 billion snack empire, Frito-Lay launched the Spotted Cheetah restaurant. Although it’s unlikely that this pop-up venture is generating significant profits for its parent company, PepsiCo, the marketing strategy is keeping Cheetos at the forefront of consumers’ minds while elevating the snack—often regarded as “junk food”—to a gourmet level. The idea of transforming a product from a standalone snack into an ingredient is not new in the food industry. For example, Rice Krispies has long featured a recipe for its famous marshmallow treats right on the box, and Kellogg has expanded its offerings to include Rice Krispie Treat cereal and pre-packaged treats. They have also adapted Special K into protein and yogurt bars as well as crustless quiche.
Interestingly, the recent surge in Cheetos’ popularity comes at a time when many manufacturers are scrambling to provide healthier options to meet consumer demand. The enthusiastic response to Cheetos-inspired creations highlights a dual consumer desire for both healthy choices and indulgent snacks—an opportunity that savvy snack makers are capitalizing on. By revitalizing a classic brand through such marketing efforts, food manufacturers can generate renewed interest without the need for extensive product reformulations. Research from CircleUp indicates that 61% of large consumer packaged goods companies focus their innovation efforts on minor adjustments to existing products, while only 39% are dedicated to developing new items. It will be intriguing to see if other snack and dessert brands adopt similar marketing strategies and how the Spotted Cheetah ultimately impacts overall Cheetos sales.
Additionally, as consumers explore the balance between indulgence and health, there is a growing interest in nutritional supplements like calcium citrate malate 250 mg. The integration of such ingredients could further enhance the appeal of Cheetos-inspired products, as consumers look for ways to satisfy their cravings while also considering their health. This reflects an ongoing trend in the snack industry, where health-conscious options are increasingly intertwined with traditional comfort foods.