SUBSCRIBE

Breaking News on Industrial Baking & Snacks

News > Manufacturers

Read more breaking news

 

 

Trick or treat: Frito-Lay ‘on point’ with Halloween Cheetos

1 commentBy Kacey Culliney , 03-Oct-2013
Last updated on 04-Oct-2013 at 11:32 GMT2013-10-04T11:32:52Z

Frito-Lay's glow in the dark Cheetos is a smart move for Halloween, says innovation expert
Frito-Lay's glow in the dark Cheetos is a smart move for Halloween, says innovation expert

Frito-Lay has made a smart move with its limited edition glow in the dark Cheetos pack for the Halloween season, an innovation expert says.

The snack titan has launched treat-size Cheetos in 30-count multipacks with glow in the dark packaging for Halloween and has made clear it is targeting adults.

The Cheetos brand conducted consumer research in line with the launch that indicated 65% of American adults are looking forward to enjoying a Halloween treat this year. In particular, it found that one-third of adults are planning to host their own parties.

Frito-Lay said the message behind the launch is that Halloween fun never gets old.

“Clearly, the glow in the dark package is a short-run package just for the holiday, but it’s a smart one,” said Lynn Dornblaser, director of innovation and insight at Mintel.

“It’s on point with the holiday itself – it has a good tie in – and the product inside the pack is also well suited to the holiday…What a fun product,” Dornblaser told BakeryandSnacks.com.

She said that while confectionery products are set to remain the main purchase over the Halloween holiday, there is clearly opportunity to expand what is given away or consumed into some more savory categories.

Adult appeal and beyond…

The adult target makes sense, she said, given how Cheetos is positioned to appeal to young men with its TV adverts.

However, she said that the Halloween special edition would also appeal to younger kids because of the ‘fun factor’ and teenage boys would like the product because it’s association with Chester Cheetah.

1 comment (Comments are now closed)

i bought two pkgs and they don't glow help?

NO GLOW either bag

Report abuse

Posted by Sharon
11 October 2013 | 21h092013-10-11T21:09:23Z

Key Industry Events

 

Access all events listing

Our events, Events from partners...

Live Supplier Webinars

Using Barley to Formulate Healthy Food Products
Alberta Barley Commission

On demand Supplier Webinars

Raising the Bar: Ingredients, Claims and Increasing Consumer Appeal
Almond Board of California
All supplier webinars