Cheetos announces major relaunch in the UK and addition of Fiery Jalapeño and Cheese flavour

Cheetos, the iconic US snack brand, is gearing up for a major relaunch in the UK this year. With plans to scale the brand to new heights, Cheetos will capture the attention of Gen Z shoppers and excite existing lovers of the brand. The relaunch will kick off with the introduction of a brand-new flavour, Fiery Jalapeño and Cheese, which will be available from March 17^th in a 105g sharing bag (£2 RRP), and two price marked packs (PMPs) – 70g (£1.49 RRP) and 27g (49p RRP). Cheetos will also be updating its packaging across its existing Twisted Sweet & Spicy range, which is growing +31.1%[1], bringing a bold, eye-catching design that resonates with Gen Z and emphasises its American heritage.

Cheetos is worth $2.9 billion in the US and holds the title of the number one Puffed Snack and number two Gen Z Snack brand[2]. At a time where Gen Z over-index with loving spice[3], it is looking to expand its UK fanbase by leveraging its bold American heritage and innovative flavours. The growing popularity of the brand will not only attract new shoppers but also reignite excitement among those familiar with Cheetos from the US, helping to drive footfall and increase basket spend as consumers seek out the iconic US brand in store.

Cheetos will also be optimising its existing Twisted Sweet & Spicy PMP range by upweighting its packs from 65g to 85g – a 30% increase[4]. The move comes as younger shoppers are becoming more conscious about getting the best value for their money, with 74% of Gen Z comparing products to find the best deal[5].

Phoebe Chapman, Senior Brand Manager at Cheetos commented: “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 that resonates with the Gen Z audience. 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.

Cheetos Fiery Jalapeño and Cheese flavours will be available across grocery, convenience and wholesale in multiple pack formats from 17th March. From April, the new Sweet & Spicy packs will also be available across grocery, convenience and wholesale in a 120g sharing bag at £2 RRP (£1.50 RRP when on promotion), an 85g price- marked-pack at £1.49 RRP and a 30g price-marked-pack bag priced at 49p RRP.

*Cheetos Sweet & Spicy 85g [£1.49] RRP is 30% bigger compared to the 65g £1.25 RRP price-marked pack which was in market up to May 2025