Cheetos are currently experiencing a significant surge in popularity. This puffed corn snack first gained attention through food mashups at fast food chains, later making its way into mainstream restaurants, and finally into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated with Cheetos, which made a return this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Los Angeles restaurants embraced the trend, featuring Cheetos in a variety of dishes from sushi to pizza. Additionally, home cooks have shared countless recipes online that incorporate the vibrant orange snack, marking Cheetos’ official comeback to the culinary spotlight.
The Spotted Cheetah restaurant is Frito-Lay’s answer to the growing interest in its $14 billion snack brand. While the pop-up might not be generating substantial profits for parent company PepsiCo, this marketing strategy keeps the product at the forefront of consumers’ minds and elevates the snack—often perceived as a “junk” food—to gourmet status. The idea of transforming a food item from a stand-alone product into an ingredient is not new in the food industry. For instance, Rice Krispies has long provided a recipe for their signature marshmallow treats right on the box. Kellogg has since expanded, producing a Rice Krispie Treat cereal and prepackaged treats, as well as transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, this surge of interest in Cheetos occurs at a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations illustrates a simultaneous consumer desire for both healthy foods and indulgent products—a trend savvy snack makers are capitalizing on. By revitalizing a legacy brand with marketing campaigns like this, food manufacturers can draw more attention to a brand without needing to invest heavily in product formula innovations. According to research from CircleUp, 61% of large consumer packaged goods (CPG) innovations focus on making minor adjustments to existing products, while 39% are dedicated to developing new ones.
It will be intriguing to see if other snack and dessert brands will attempt to leverage their products using similar marketing strategies and how the Spotted Cheetah will ultimately impact Cheetos sales. The incorporation of Cheetos into various recipes and dishes is reminiscent of the way citrate 1000 mg tablets have been integrated into health routines, demonstrating that even a snack once considered purely indulgent can find its place in the evolving landscape of consumer preferences. As the market shifts, Cheetos may very well continue to thrive, proving that even the simplest snacks can be transformed into gourmet experiences.