Cheetos enters pretzels category with debut of Cheetos Pretzels

Flavored pretzels currently drives 58% of the category's total growth.

Chester Cheetah is at it again: Cheetos will be "Cheetle-fying" yet another snack with the creation of Cheetos Pretzels.

"Our fans are always hungry for unique ways that they can experience Cheetos' signature cheesy flavor, which is why this latest innovation is breaking into an entirely new category," said Tina Mahal, senior vice president of marketing at Frito-Lay. "Cheetos pretzels maximize the fan-favorite seasoning in each bite with the perfect product texture, ultimately bringing the Cheetos flavor experience to life in pretzel form."

Similar to Cheetos, pretzels are a go-to snack: 63% of Cheetos consumers are also buying pretzels. With flavored pretzels driving 58% of the category's total growth, it's clear that pretzels lovers are looking for more flavorful options. Now Cheetos is meeting fans where they already are and delivering a new snack with a bold taste.

One side of the pretzel is covered with Cheetle and the other is a classic pretzel. The two flavors, Cheetos Pretzels Cheddar and Cheetos Pretzels Flamin' Hot, can be purchased at retailers nationwide for $5.69 in 10-oz. and $2.49 in 3-oz. bags.

PepsiCo (Frito-Lay) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.

Liz Parker Kuhn is the senior editor of Candy Industry and Snack Food & Wholesale Bakery, and has worked at BNP Media since 2012. She has written for CBS Detroit as well as for her own blogs. She earned a Bachelor of Arts in Creative Writing from the University of Michigan. Liz can be contacted at (248) 839-7156 or at parkere@bnpmedia.com.

This webinar will examine variables factoring into nutritionally improved candy sales, including ingredients, label claims, and alternative sugars. Better-for-you options remain top of mind for consumers who are searching for indulgences, but in a healthier format.