In a staggering moment for both Pokémon enthusiasts and snack collectors, a Flamin’ Hot Cheeto shaped like Charizard - dubbed ‘the Cheetozard’ - recently sold at Goldin Auctions in New Jersey for a jaw-dropping $87,840.
The three-inch, dragon-shaped Cheeto attracted over 60 bids, starting at just $250 before skyrocketing into the upper five figures. The winning bid of $72,000 was made on 2 March, with an additional $15,840 accounting for the auction house’s 22% ‘buyer’s premium’ fee.
The buyer remains undisclosed, but the sale has solidified Cheetozard as one of the most expensive edible collectibles ever auctioned. The snack was originally purchased by 1st & Goal Collectibles for $350 around 2019 and was later affixed to a custom Pokémon card for preservation. Social media fuelled its rise to fame in 2024, eventually leading to the record-breaking auction.
“Goldin specialises in rare and one-of-a-kind collectibles and the Cheetozard is exactly this,” said Dave Amerman, head of Consignment at Goldin Auctions. “It bridges two fandoms - Pokémon and Cheetos - making it uniquely valuable.”
From humble puff to cultural icon
While the Cheetozard sale is remarkable, it’s not the first instance of a Cheeto commanding an exorbitant price. In 2017, a Cheeto resembling Harambe - the gorilla that became an internet legend - sold for nearly $100,000 on eBay. The sale sparked widespread media attention and set a precedent for novelty-shaped food items fetching enormous sums.
Little did Fritos founder Charles Elmer Doolin realise the giddy heights his cheese corn puffs would reach when he invented them in 1948. Initially named Chee-tos, the snack was produced in partnership with Herman W Lay, leading to the eventual formation of Frito-Lay in 1961. Over the decades, Cheetos has evolved from its original crunchy form into an extensive product line, including Cheetos Puffs (1971), Flamin’ Hot Cheetos (1990) and international varieties tailored to regional tastes. It’s even transcended the snack aisle, influencing fashion collaborations, restaurant pop-ups and viral social media trends.
Its ability to stay relevant through marketing innovations and cultural integration has played a crucial role in its longevity.
Such as the brand’s cheeky stunt last year, after a duct-taped banana – titled ‘Comedian’ by artist Maurizio Cattelan – fetched a staggering $6.2 million at Sotheby’s, sparking intense debate over the nature of conceptual art. In a playful jab at the artwork, Cheetos created its own snack-based art piece. A single Cheetos Puff taped to a wall - called ‘Mischief by Chester’ - sold on eBay for $20,000. The auction received 49 bids, and the winner, a Houston-based fan, also received a Cheetos supply equal to their bid amount.
“This was a natural way to tap into a very topical cultural moment and excite our fans,” said Flavia Simoes, senior director of Marketing for PepsiCo Foods North America. “The reaction has been tremendous.”
The world’s most expensive snacks
The phenomenon highlights the growing niche of food-based collectibles, where snack enthusiasts, internet culture and speculative investments collide. While the Cheetozard holds a new record for snack collectibles, it’s far from the only high-priced edible. Here are some of the most expensive snacks ever sold:
In 2022, a resident from High Wycombe, UK, listed a Sour Cream and Onion Pringle on eBay for £2,000, citing its rare, complete fold. The seller even offered a payment plan of £95 per month over two years to entice buyers. Other individuals have attempted similar listings, including a Redditch seller pricing two folded Pringles at £50, and a Manchester resident offering a Honey Glazed Ham Pringle for £65, despite a minor crack.
Found by 13-year-old Rylee Stuart from Queensland in 2021, a ‘unique puffed’ Dorito was originally listed for just 99 cents on eBay. Doritos Australia later stepped in to purchase it for AUD$20,000 after eBay delisted the auction.
“We’ve been so impressed with Rylee’s boldness and entrepreneurial spirit,” said Vanita Pandey, PepsiCo’s head of marketing for Australia and New Zealand.
Chicago-based gourmet popcorn producer Berco has created Billion Dollar Popcorn ($250) that’s coated in edible gold and organic sugar.
Japanese company Cellato created Buyakuya Gelato ($6,696) that’s infused with Italian white truffles and topped with edible gold leaf.
Serendipity 3 in New York has created the Golden Opulence Sundae ($600) made with rare Tahitian vanilla ice cream and covered in 23 carat gold leaf. Also on Serendipity 3’s menu is Frrrozen Haute Chocolate ($25,000), an extravagant hot chocolate is made with a blend of rare cocoas and 24 carat gold flakes.
Ecuadorian chocolatier To’ak produces limited edition chocolate bars ($450) made from the rare Nacional cocoa bean.
Italian producer Amedei has launched a chocolate bar made from rare Porcelana cocoa beans, which sells for around $20 per 50 grams due to its meticulous production process.
Food as art
The $1,000 Bagel, created by Chef Frank Tujague at The Westin New York, features white truffle cream cheese and gold leaf.
The $500 Glamburger served at Honky Tonk in London is made with Kobe beef, black truffle and gold flakes.
The $28,000 grilled cheese sandwich that featured a Virgin Mary-like image on its surface made headlines in 2004 when it fetched $28,000 at auction.
The $100,000 McDonald’s chicken nugget - shaped like a character from the online game Among Us - sold for an astonishing six figures on eBay in 2021.
As social media continues to amplify these niche interests, who knows what the next record-breaking snack might be?
