PepsiCo has relaunched its US snacking brand Cheetos in the UK market in a bid to boost its appeal to Gen Z shoppers..
The manufacturer has overhauled Cheetos’ pack designs, introducing a “bold, eye-catching design that resonates with Gen Z and emphasises its American heritage”.
It has upweighted its Twisted Sweet & Spicy PMPs by 30%, from 65g to 85g (rsp: £1.49) and added Fiery Jalapeño & Cheese, which has rolled into stores in a 105g sharing bag (rsp: £2), and two pricemarked packs (PMPs) at 70g (£1.49) and 27g (49p).
“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,” said Cheetos senior brand manager Phoebe Chapman.
“This relaunch 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,” Chapman added.
The relaunch will be supported with “significant media spend” in 2025, spanning in-store shopper support and a TikTok campaign featuring Gen Z influencers. This will launch in late April, with follow-on activity later in the year.
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