Cheetos are currently experiencing a significant surge in popularity. The puffed corn snack initially made waves through food mashups at fast-food outlets, gradually making its way to mainstream dining establishments and eventually into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a delectable fried macaroni and cheese stick coated in Cheetos, and even brought it back this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced this trend, featuring Cheetos in a variety of dishes ranging from sushi to pizza. Furthermore, home cooks have posted thousands of recipes online that creatively incorporate this vibrant orange snack, marking a triumphant return to the limelight for Cheetos.
The Spotted Cheetah restaurant serves as Frito-Lay’s answer to the growing fascination with its $14 billion snack food. While it’s unlikely that the pop-up is generating significant profits for parent company PepsiCo, this marketing approach keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often regarded as a “junk food”—to a gourmet level. Transforming a standalone product into an ingredient isn’t a new concept in the food industry; for instance, Rice Krispies have long featured a recipe for their famous marshmallow treats on their packaging. Kellogg has also expanded their offerings to include both a Rice Krispie Treat cereal and prepackaged treats, as well as transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, the rising interest in Cheetos coincides with a time when many manufacturers are racing to cater to consumer demands for healthier alternatives. The strong positive response to Cheetos-inspired innovations indicates a simultaneous consumer appetite for both healthy foods and indulgent snacks, a trend that savvy snack makers are keen to exploit. By revitalizing a legacy brand through strategic marketing campaigns, food manufacturers can attract more attention without the need for significant changes to product formulas. Research from CircleUp shows that 61% of large consumer packaged goods (CPG) innovations focus on minor adjustments to existing products, while only 39% are directed toward new creations. It will be intriguing to observe whether other snack and dessert brands will adopt similar marketing tactics and how the Spotted Cheetah will ultimately impact Cheetos sales.
Additionally, as consumers seek ways to balance indulgence with nutrition, products like Watsons calcium citrate vitamin D, zinc, copper, manganese, and magnesium are gaining traction. This trend highlights the growing interest in integrating health-conscious supplements with beloved snacks, creating a fusion of enjoyment and wellness that resonates with today’s consumers. As the market evolves, Cheetos may find a unique position within this dual desire for health and indulgence.