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US snack brand Cheetos is gearing up for a major relaunch in the UK this year. With plans to scale the brand to new heights, Cheetos will capture the attention of Gen Z shoppers and please existing lovers of the brand. The relaunch will kick off with the introduction of a brand-new flavour, Fiery Jalapeño and Cheese, which will be available from March 17 in a 105g sharing bag (£2 RRP), and two price marked packs (PMPs) – 70g (£1.49 RRP) and 27g (49p RRP). Cheetos will also be updating its packaging across its existing Twisted Sweet & Spicy range, which is growing +31.1 per cent, bringing a bold, eye-catching design that resonates with Gen Z and emphasises its American heritage.

Cheetos is worth $2.9 billion in the US and holds the title of the number one Puffed Snack and number-two Gen Z Snack brand. At a time where Gen Z over-index with loving spice, it is looking to expand its UK fanbase by leveraging its bold American heritage and innovative flavours. The growing popularity of the brand will not only attract new shoppers but also reignite excitement among those familiar with Cheetos from the US, helping to drive footfall and increase basket spend as consumers seek out the iconic US brand in store.