Cheetos are currently experiencing a significant resurgence in the food scene. Initially appearing in food mashups at fast-food establishments, these puffed corn snacks have now made their way into mainstream restaurants and home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a fried macaroni and cheese stick coated in Cheetos, which saw a revival this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Los Angeles eateries have also embraced the craze, featuring Cheetos in dishes ranging from sushi to pizza. Home cooks have joined the trend as well, sharing thousands of recipes online that highlight the vibrant orange snack, marking its official comeback to culinary stardom.
The Spotted Cheetah restaurant represents Frito-Lay’s response to the booming interest in its $14 billion snack brand. Although it’s unlikely that 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 perception of Cheetos—traditionally seen as a “junk” snack—to gourmet status. Transforming a standalone product into a versatile ingredient is not a new concept in the food industry. For instance, Rice Krispies has long featured a recipe for its iconic marshmallow treats on the packaging. Kellogg has since expanded this concept by producing both a Rice Krispie Treat cereal and prepackaged treats, along with turning their Special K cereal into protein bars and crustless quiche.
Interestingly, the rise in popularity of Cheetos comes at a time when many manufacturers are striving to meet consumer demands for healthier options. The enthusiastic response to Cheetos-inspired innovations reflects a simultaneous desire among consumers for both healthy foods and indulgent treats—a balance that savvy snack producers are keen to exploit. By revitalizing a legacy brand through innovative marketing campaigns, food manufacturers can attract renewed interest without the need for significant product reformulations. Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) innovation focuses on making minor adjustments to existing products, while only 39% is allocated to developing new ones.
It will be intriguing to observe whether other snack and dessert brands will attempt to leverage their identities using similar marketing tactics and how the Spotted Cheetah will ultimately impact Cheetos sales. Moreover, as consumers look for ways to enhance their snacking experience, incorporating products like Kirkland Signature Magnesium could become a new trend, further intertwining health with indulgence in the snack food market.