Cheetos relaunches with spicy new flavour

Snack brand Cheetos is to be relaunched in the UK and is looking to capture the attention of Gen Z.

The relaunch will kick off with the introduction of a brand-new flavour, Fiery Jalapeño and Cheese, available now in a 105g sharing bag (RRP £2), and two pricemarked packs (PMPs) at 70g (£1.49) and 27g (49p).

Cheetos will also be updating its packaging across its existing Twisted Sweet & Spicy range, bringing a bold, eye-catching design that “resonates with Gen Z and emphasises its American heritage,” it says.

Cheetos will also be optimising its existing Twisted Sweet & Spicy PMP range by upweighting its packs from 65g to 85g – a 30% rise. The move comes as younger shoppers are becoming more conscious about getting the best value for their money.

Phoebe Chapman, senior brand manager, said: “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. 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 amplified with a significant media spend in 2025, spanning in-store shopper support, as well as a new campaign which will include content on TikTok, which will see the brand partner with Gen Z influencers to drive awareness and excitement of Cheetos. The media burst will be live from late April, with additional support appearing later in the year.