Following the relaunch of Cheetos in the UK earlier this year, the American brand is bringing a new addition to the market – Original Cheese.
Inspired by its US best-selling flavour, Cheetos Original Cheese will be available from 14th July and aims to appeal to Gen Z consumers looking for “bold, flavour-packed snacks”.
The addition follows the brand’s UK relaunch of Twisted Sweet & Spicy and introduction of Fiery Jalapeño & Cheese, which has seen Cheetos grow to £30.5m in value and experience double-digit growth (+43.6%).
Cheetos Original Cheese will launch in a range of formats, including a 125g large sharing bag at RRP £2, a 90g PMP at £1.49 RRP, and a 30g PMP at 49p RRP.
The brand noted that with 74% of Gen Z shoppers comparing products to find the best deal, the larger RRP PMP will give retailers the opportunity to enhance the perception of value. The move follows the brand’s recent updates to its Twisted Sweet & Spicy £1.49 RRP PMP, which saw a 30% increase in weight, from 65g to 85g.
Phoebe Chapman, Senior Brand Manager at Cheetos, commented: “Since relaunching Cheetos in the UK this year, we’ve seen phenomenal growth in both volume and value. 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 fashion partnerships with influencers and artists to engage younger Gen Z consumers.
