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.