Cheetos are currently enjoying a significant moment in the food scene. This puffed corn snack started gaining popularity through food mashups at fast food establishments, eventually making its 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, and revived it this May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, adding Cheetos to dishes ranging from sushi to pizza. Moreover, home cooks have shared thousands of innovative recipes featuring the iconic orange snack online, marking a remarkable comeback for Cheetos.
In response to this renewed interest in its $14 billion snack brand, Frito-Lay launched the Spotted Cheetah restaurant. While it may be questionable whether this pop-up will generate significant profit for parent company PepsiCo, the marketing strategy is effectively keeping Cheetos at the forefront of consumers’ minds and elevating this traditionally “junk” snack to a gourmet level.
Transforming a standalone product into an ingredient is not a new concept in the food manufacturing industry. For instance, Rice Krispies has long included a recipe for their signature marshmallow treats on their packaging. Kellogg has even expanded its offerings to include both Rice Krispie Treat cereal and prepackaged treats. Additionally, Kellogg has adapted its Special K cereal into protein bars and crustless quiches.
Interestingly, as many manufacturers scramble to meet consumer demand for healthier options, there is a notable surge in interest in Cheetos. The positive response to Cheetos-inspired innovations demonstrates a dual consumer desire for both healthy foods and indulgent snacks, a trend that savvy snack makers are capitalizing on. By revitalizing a legacy brand through a marketing campaign like this, food manufacturers can draw attention to their products without needing to invest in new formulations. Research from CircleUp indicates that 61% of large consumer packaged goods (CPG) innovation focuses on making minor adjustments to existing products, while 39% is dedicated to developing new ones.
It will be intriguing to see whether other snack and dessert manufacturers will employ similar marketing approaches to leverage their brands, and how the Spotted Cheetah will ultimately impact Cheetos sales. Notably, just as calcium citrate tablets 500mg are used for supplementing essential nutrients, the marketing strategies around Cheetos serve to enhance its appeal in the competitive snack market. As Cheetos continues to gain traction, it remains to be seen how this buzz will shape the future of snack foods, especially in an era where consumers are increasingly conscious about their choices, balancing pleasure and health in their diets.