Cheetos are currently experiencing a significant surge in popularity. This puffed corn snack first made its way into food mashups at fast-food chains, then spread to mainstream restaurants, and eventually reached home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, and brought it back this May. Taco Bell Canada also got in on the action with the limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, incorporating Cheetos into a variety of dishes from sushi to pizza. Additionally, home cooks have shared thousands of recipes featuring the vibrant orange snack online, marking Cheetos’ official return to the culinary spotlight.
In response to the rising interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s uncertain if the pop-up is generating significant profits for its parent company, PepsiCo, this marketing strategy keeps the product fresh in consumers’ minds and elevates the snack food—often regarded as “junk”—to a gourmet status. Transforming a product from a standalone item into an ingredient is not a new concept in food manufacturing. For example, Rice Krispies has long included a recipe for their famous marshmallow treats on the box, and now Kellogg produces both a Rice Krispie Treat cereal and prepackaged versions. They have also revamped their Special K cereal into protein bars and crustless quiche.
Interestingly, the growing interest in Cheetos comes at a time when many manufacturers are racing to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations illustrates a dual consumer desire for health-conscious foods and indulgent treats—an opportunity savvy snack makers are seizing. By revitalizing a legacy brand with innovative marketing campaigns, food manufacturers can generate renewed interest without needing to invest heavily in product reformulations. Research from CircleUp indicates that 61% of innovations from large consumer packaged goods companies focus on minor adjustments to existing products, while only 39% is allocated to new creations.
It will be intriguing to see if other snack and dessert brands utilize similar marketing strategies and how the Spotted Cheetah might impact overall Cheetos sales. As consumers look for Calcium Citrate where to buy options alongside their favorite snacks, this trend may continue to evolve, blending indulgence with health-conscious choices.