Frito-Lay Celebrates April Fool's Fun With New Cheetos Mystery Colorz Snacks

March 20, 2001



PLANO, Texas - Frito-Lay announced today the launch of Cheetos Mystery Colorz Snacks, a cheesy new Cheetos product that magically turns color in your mouth.

Cheetos Mystery Colorz Snacks offer all the cheesy taste of Cheetos -- and now, through food technology, the neon orange-colored product turns your tongue either blue or green when eaten. The mystery: You won't know whether your tongue will turn blue or green until the snack is eaten. The magic: a safe, FDA-approved color-changing additive that is water-soluble coats the new Mystery Colorz snack. When eaten, saliva activates the additive and your tongue changes color.

"Kids will have loads of fun with this new Cheetos product," says Dwight Riskey, Frito-Lay Senior Vice President. "Research shows that kids not only love the cheesy taste but also enjoy the playfulness of Mystery Colorz."

This new Cheetos product is available in two varieties: Mystery Colorz Blue and Mystery Colorz Green. The product, which will be in stores nationwide beginning April 22, is available in 10-ounce ($2.29), 6.5 ounce ($1.49), and 3.5 ounce ($0.99) packages. The product will be in stores through June.

The product launch will be supported with new animated television advertising featuring the Cheetos spokescat, Chester Cheetah. In the animated spot, the zany-minded Chester carries a friend to an emergency room after he eats Cheetos Mystery Colorz Snacks and his tongue turns blue. The spot was directed by David Feiss, creator of "Cow and Chicken" and "I.M. Weasel," two shows featured on Cartoon Network. The spot was created and produced by BBDO New York. The spot will debut on children's television and air for four weeks.

Cheetos Cheese-Flavored Snacks were first launched in 1948 in the US and today are available 36 countries. More than 15 million pounds of cheese is used to make Cheetos worldwide. In the US, more than 1 billion bags of Cheetos Snacks are produced every year and approximately 4.2 million bags of Cheetos are produced every day. Last year, 250 million pounds of Cheetos Snacks were produced in the US alone.

Cheetos Snacks are available in such countries as U.K., Turkey, Indonesia, Hungary, Poland, Brazil, Mexico, China, Spain, Greece and Belgium. Some Cheetos flavors include Cheese and Bacon in Australia, Honeydew in Japan, Sweet Basil & Fried Pork in Thailand and Chicken Grill in Indonesia.

Frito-Lay, Inc., headquartered in Plano, TX, is the $11 billion snack food division of PepsiCo, Inc., which is based in Purchase, NY. Frito-Lay is the market leader in half of the world's top 10 snack chip markets with operations in 40 countries and a family of global, multi-billion-dollar brands including Lay's Potato Chips, Doritos Tortilla Chips, Ruffles Potato Chips, Tostitos Tortilla Chips and Cheetos Cheese-Flavored Snacks.