US snack brand Cheetos is relaunching in the UK to boost its presence in the market and capture the attention of Gen Z shoppers.
The relaunch will begin with the introduction of a new flavour, Fiery Jalapeño and Cheese, which has started rolling out across grocery, convenience and wholesale in a 105g sharing bag (RRP £2) and two price-marked packs (PMPs) – 70g (£1.49) and 27g (49p).
Cheetos will also be updating its packaging across its existing Twisted Sweet & Spicy range, which is growing 31.1%, bringing a design that resonates with Gen Z and emphasises its American heritage. From April, the new Sweet & Spicy packs will be available across grocery, convenience and wholesale in a 120g sharing bag at £2 RRP (£1.50 RRP when on promotion), an 85g PMP priced at £1.49, and a 30g PMP at 49p.
Cheetos is worth $2.9bn in the US and holds the title of the number one Puffed Snack and number two Gen Z Snack brand. At a time when Gen Z over-index with spicy flavours, it is looking to expand its UK fanbase by leveraging its American heritage and innovative flavours.
Cheetos will also be optimising its existing Twisted Sweet & Spicy PMP range by upweighting its packs from 65g to 85g – a 30% increase. The brand noted that the move comes as younger shoppers are becoming more conscious about getting the best value for their money, with research showing that 74% of Gen Z compare products to find the best deal.
Phoebe Chapman, Senior Brand Manager at Cheetos, commented: “Cheetos is an iconic brand in the US, and we see a huge opportunity to bring the same level of energy, innovation, and cultural relevance to the UK market. This re-launch marks the start of a new and exciting journey for Cheetos in the UK.
“We’re confident it will be a hit with shoppers and the available formats will play a strong role across all channels. Retailers who stock Cheetos can expect a high-energy, trend-driven brand that resonates with the Gen Z audience. This is about more than just snacking occasions; it’s about making Cheetos an integral part of daily life and connecting with the next wave of snackers who want to connect with brand culture.”
The relaunch will be supported by a significant media spend in 2025, spanning in-store shopper support, as well as a new campaign that will include content on TikTok in partnership with Gen Z influencers. The media activity will be live from late April, with additional support appearing later in the year.
