US snack brand Cheetos brought unmissable energy to Brick Lane yesterday with an activation outside Costprice Minimarket in London. Tapping into the Gen Z drop-style trend, Cheetos teamed up with artist and fashion forward creator, Navinder Nangla, to host a Cheetos product drop for one hour only. Fans were given the opportunity to pick up a limited run of Cheetos x Navinder Nangla fashion merchandise. The activation follows the brand’s relaunch earlier this year and forms part of Cheetos’ wider reinvigoration strategy – designed to reintroduce the snack to UK.
“Partnering with Navinder Nangla has been the perfect way for us to drive this reach through his young, street-savvy following,” said Phoebe Chapman, Senior Brand Manager at Cheetos. “We know that the Gen Z audience Cheetos is so popular with enjoy picking up their favourite snacks from convenience stores and capturing moments to share online. So, building on Navinder’s limited edition fashion drop with our Brick Lane activation ensured we are getting his Gen Z fans tasting and talking about Cheetos in a way that will excite our target audience.”
Noz, from Costprice Minimarket, Brick Lane commented: “We were very excited to have been asked by the Cheetos team to be involved with this activation today. Cheetos is a great brand that resonates with our Gen Z shoppers, so this kind of activation is a unique way for us to appeal to that audience. It’s been fantastic to see how partnering with a relevant artist and fashion forward creator can engage so many shoppers in a different way to the norm and generate the amount of attention it has captured both in person and online. Activity such as this helps to get our store name on the map, with the sampling and merch giveaways also driving trial with new and existing shoppers, so we’ve thoroughly enjoyed playing a part within this.”
The event follows Cheetos’ a successful 2025 so far, kicking off with a major UK relaunch back in March, which also featured the introduction of a brand-new Fiery Jalapeño and Cheese flavour, alongside updated packaging across its existing Twisted Sweet & Spicy range. This activity saw the Cheetos brand grow up to £32.2 million in value, and experience double-digit growth, up +33.2 per cent. Following this, Cheetos also brought a new addition to the UK market this July – Original Cheese – inspired by its number one US best-selling flavour.