Cheetos Enter Into New Snack Category

Cheetos pretzels are available nationwide in two flavors.

October 23, 2023

Frito-Lay announced that Cheetos has added another snack to its repertoire: Cheetos pretzels. Customers will be able to purchase Cheetos pretzels in cheddar and flamin’ hot flavors in 10 oz and 3 oz bags from retailers nationwide.

"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."

According to the press release, pretzels are a go-to snack—in fact, 63% of Cheetos consumers also buy 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.

Salty snacks are a favorite among customers. According to the NACS State of the Industry Report® of 2022 Data, salty snacks was the only category that had unit increases among the top six in-store merchandise categories.

In 2022, salty snacks accounted for 4.57% of inside sales, up 0.42 points from 2021, and was the sixth largest sales contributor and fifth largest margin contributor inside the store, with a gross margin contribution of 5.18%.

Pretzels and ready-to-eat popcorn experienced the largest growth inside the store, while potato chips maintained its long-held top spot among the salty snacks subcategories.

For more information on salty snacks, read the NACS Magazine article “We’re Here for the Snacks” from the September 2023 issue.