- Inspired by its number one US best-selling flavour, Cheetos Original Cheese will be available from 14 July
- Follows the brand’s hugely successful UK relaunch of Twisted Sweet & Spicy and introduction of Fiery Jalapeño & Cheese
- Launch supported by wider consumer marketing campaign including fashion partnerships with influencers and artists to engage Gen Z consumers
Following the relaunch of Cheetos in the UK earlier this year, the iconic American brand is bringing a new addition to the UK market – Original Cheese. Inspired by its number one US best-selling flavour, Cheetos Original Cheese will be available from 14 July. The launch aims to bring new energy to the crisps and snacks category and is set to be a hit for Gen Z consumers looking for bold, flavour-packed snacks.
The addition follows the brand’s hugely successful UK relaunch of Twisted Sweet & Spicy and introduction of Fiery Jalapeño & Cheese, which has seen Cheetos grow to £30.5 million in value, and experience impressive double-digit growth, up +43.6 per cent. Now, Cheetos Original Cheese, inspired by the popular snack worth $1.3 billion in the US, is set to drive further growth, appealing to brand fans and new shoppers alike.
Cheetos Original Cheese will launch in a range of formats including: 49p RRP PMP, £1.49 RRP PMP and sharing bags. These formats will help retailers to cater to a variety of snacking occasions, from on-the-go impulse purchases to at home sharing moments. With 74 per cent of Gen Z shoppers comparing products to find the best deal, the larger £1.35 RRP PMP will give retailers the opportunity to enhance perception of value. The move follows the brand’s recent updates to its Twisted Sweet & Spicy £1.49 RRP PMP, which saw a 30 per cent increase in weight, from 65g to 85g.
“Since relaunching Cheetos in the UK this year, we’ve seen phenomenal growth in both volume and value," said Senior Brand Manager Phoebe Chapman. "To keep that momentum going, we are bringing UK shoppers a new Original Cheese flavour, inspired by one of the most iconic and best-selling US flavours. We want to deliver a true taste of the bold, cheesy flavour that made Cheetos famous across the globe.”
The launch will coincide with a wider consumer marketing campaign that will spotlight the Cheetos brand, including exciting fashion partnerships with influencers and artists to engage younger Gen Z consumers.
Cheetos Original Cheese will available across grocery, impulse and wholesale in three SKUs - 125g large sharing at RRP £2, 90g PMP at £1.49 RRP and 30g PMP at 49p RRP.