NEW YORK – Just when you thought you knew what to expect from Frito-Lay’s famous Chester Cheetah, the company goes and launches a new product aimed at Easter baskets: Sweetos. For the first time in the brand’s 67-year history, Frito-Lay’s Cheetos is introducing a sweet flavor, trading the familiar orange cheese flavor for cinnamon sugar. The limited-time product will hit the market in mid-February, just in time to make its way into Easter baskets.

“Across all our brands, we’re constantly looking for ways to stretch them,” Jeff Klein, vice president of marketing for Frito-Lay, told Marketing Daily in a recent article. “With Easter and Cheetos, we saw a new opportunity to introduce the brand.”

The company will begin promoting the product with an effort that takes traditional Easter snacks to task for being inadequate in a series of digital videos, says Marketing Daily. The campaign will also include the introduction of the “Eggerator,” a digital tool that enables consumers to decorate digital eggs in a mischievous fashion. “We’re interested in any occasion where Chester can insert himself,” Klein told the publication.

The introduction of a sweet flavor profile for Cheetos is in line with Frito-Lay’s overall strategy of trying to find new opportunities for established brands, along the lines of the popular contest to create a new Lay’s potato chip flavor. That said, Sweetos is still a bit of an unknown, thus the decision to launch with a limited time offer.