Cheetos are currently experiencing a significant surge in popularity. This iconic puffed corn snack initially made waves through food mashups at fast food establishments, subsequently making its way into mainstream restaurants and home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a deep-fried macaroni and cheese stick coated in Cheetos, which was reintroduced this past May. Taco Bell Canada also joined the trend in 2016 by offering a limited-time Cheetos Crunchwrap Slider. Restaurants in Los Angeles embraced the Cheetos craze, adding the snack to a variety of dishes, from sushi to pizza. Additionally, home cooks have flooded the internet with countless recipes featuring the vibrant orange snack, marking a notable resurgence in Cheetos’ popularity.
In response to this heightened interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it’s unlikely that this pop-up venture is generating significant profit for its parent company, PepsiCo, the marketing strategy effectively keeps Cheetos at the forefront of consumers’ minds, elevating the snack—often labeled as “junk food”—to a gourmet level. The concept of transforming a standalone product into an ingredient is not new in the food industry; for instance, Rice Krispies has long featured a recipe for marshmallow treats on its packaging. Kellogg has expanded this idea by producing both Rice Krispie Treat cereal and pre-packaged treats, as well as transforming their Special K cereal into protein bars and crustless quiche.
Interestingly, the renewed enthusiasm for Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options. The strong positive response to Cheetos-inspired innovations highlights a dual consumer desire for both healthy foods and indulgent treats, a trend that savvy snack manufacturers are capitalizing on. By refreshing a legacy brand through innovative marketing campaigns like this, food companies can generate renewed interest without the need for significant changes in product formulation. Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) innovation focuses on minor adjustments to existing products, while only 39% is dedicated to new offerings. It will be fascinating to observe whether other snack and dessert brands will adopt similar marketing strategies to enhance their appeal and how the Spotted Cheetah initiative impacts overall Cheetos sales.
Incorporating gsk calcium citrate malate into this landscape could also attract consumers seeking health benefits alongside their indulgent snacks. As the market continues to evolve, the interplay between health-conscious choices and traditional comfort foods will shape the future of snack innovation.