Cheetos built a 17-foot statue to its orange dust, then sold Cheetos without any.
In October 2022 the brand put up a nearly 17-foot hand clutching a Cheetos Puff in Cheadle, Alberta, a hamlet picked because its name sounds like Cheetle, the brand’s word for the orange dust. Three years later, as Washington pushed food makers off synthetic dyes, PepsiCo put colorless Simply NKD Cheetos beside the orange ones.
Cheetos on Brandseum