Cheetos are currently experiencing a significant surge in popularity. This puffed corn snack initially made its way into food mashups at fast-food chains, gradually spreading to mainstream restaurants and 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 past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, incorporating Cheetos into dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of recipes featuring the vibrant orange snack online, marking a triumphant return to fame for Cheetos.
In response to the growing interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this 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—traditionally considered a “junk” food—into a gourmet category. Transforming a standalone product into an ingredient is not a new concept in food manufacturing. For instance, Rice Krispies have long included a recipe for their iconic marshmallow treats on their packaging. Kellogg has also developed both Rice Krispie Treat cereal and prepackaged treats, along with transforming Special K cereal into protein bars and crustless quiche.
Interestingly, Cheetos are gaining traction at a time when many manufacturers are racing to fulfill consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations showcases a simultaneous consumer desire for both healthy foods and indulgent snacks, a trend that savvy snack producers are capitalizing on. By revamping a legacy brand through a campaign like this, food manufacturers can generate renewed interest in their products without needing to invest heavily in reformulating them. Research from CircleUp indicates that 61% of innovations by large consumer packaged goods (CPG) companies focus on making minor adjustments to existing products, while 39% are dedicated to creating new ones.
It will be intriguing to observe whether other snack and dessert brands attempt to leverage their identities using similar marketing strategies, and how the Spotted Cheetah will ultimately impact Cheetos sales. As consumers continue to explore options like ccm tablets with folic acid for health, the juxtaposition of indulgence and nutrition will likely shape future snack innovations.