In high school chemistry lessons, you learn pretty quickly that there are four states of matter - solid, liquid, gas and plasma. However, anyone who enjoys an occasional snack knows that there is another substance that defies such binary categorisation. Simultaneously irritating and totally irresistible, “Cheeto Dust” is as enigmatic as it is delicious.
Ever since Frito-Lay’s signature spicy and cheesy corn snacks hit the market in the 1940s, consumers have been baffled by the distinctive powder that clings to the fingers of anyone who opens a packet. Dubbed “Cheetos fingers” by adoring fans, it’s been a bone of contention for decades. Now, finally, the brand has decided to put the matter to rest by giving the mystery material an official name.
Christening their long-indefinable creation “Cheetle”, the brand has set out to end the debate once and for all. According to a press release provided by Cheetos:
“Snackers everywhere love the delicious cheesy dust that lingers on their fingertips after enjoying a bag of Cheetos. Now, “Cheetle®”, as the orange and red dust symbolic of true Cheetos fandom is officially known, is taking over a new snack for Cheetos fans to enjoy in the new year.”
To celebrate Cheetle’s official entry into the snacking lexicon, Cheetos has decided to spread their dusty wings and conquer another member of the munching family. New for 2020, fans will now be able to enjoy “Cheetos Popcorn” - crunchy corn kernels covered in the brand’s idiosyncratic seasoning.
As per the Cheetos press release:
“Cheetos’ new ready-to-eat Popcorn brings the legendary taste of the iconic Cheetos seasoning to one of America’s snacking favorites, swapping the butter and salt for the cheesy and spicy flavors fans know and love. Available in two flavors — Cheddar and Flamin’ Hot® — Cheetos Popcorn will step up fans’ snacking game with cheesy and Flamin’ Hot twists on a snack perfect for any occasion.”
According to Brandi Ray, senior director of marketing, Frito-Lay North America:
“We’ve seen the way Cheetos lovers don their red- and orange-dusted fingers like a badge of honor, and we’re always looking for ways to help them step up their snacking game. The only way to truly take popcorn to the next level is to add the iconic Cheetle, the cheesy dust that will entice Cheetos fans to snack on this popcorn all year long.”
With both the addition of a new member to the Cheetos family and an answer to the question “what is Cheetos dust,” 2020 looks like being a good year for corn-based snack enthusiasts.