Is a Cheeto a Cheeto if it Doesn't Taste Like Cheese?

    PepsiCo, the maker of Cheetos, announced a $1 million joint venture to produce the crispy little cheese puffs in Guangdong province, China.  The estimated market for Western snack foods in Guangdong is $40 million to $70 million.  The province, with 70 million consumers, represents a market that is one-third the size of the United States.  Between-meal snacking is rising rapidly along with disposable income as the Chinese economy gains momentum and work hours increase. 

    This is the first time a major snack-food brand will be produced in China for Chinese tastes.  In adapting Cheetos to the Chinese market a new flavor had to be found.  Cheese is not a mainstay in the Chinese diet, and the cheese taste of American Cheetos did not test well in focus groups.  More than 600 flavors were, ranging from Roasted Cuttlefish to Sweet Caramel, were tested before settling on Savory American Cream (a buttered popcorn flavor), and Zesty Japanese Steak (a teriyaki-type taste).

    But, is it a Cheeto if it doesn't taste like cheese?  "It's still crispy, it has a Cheeto shape, and it's fun to eat, so it's a Cheeto," says the general manager of PepsiCo Foods International. 

    The introduction of Cheetos will be backed by television, print advertising, and promotions based on Chester Cheetah, the brand's feline symbol, riding a Harley-Davidson motorcycle.  The packages will carry the Cheeto logo in English along with the Chinese characters qi duo, which translates to "new surprise."

    Finally, while Cheetos taste different in China, they taste the same in Australia.  But down under, they're called "Cheezels" instead. 

Sources:
Glenn Collins, "Chinese to get a taste of cheeseless Cheetos," New York Times, September 2, 1994, p. C4; and Maria Puente, "Never a Bad Day for Barbeque, Aussies need little reason to fire up the grill for a feast,"  USA Today, September 27, 2000, p. 9E.