Cheetos is making a bold move in the UK with its first campaign on British soil. As the cheesy snack hits major retailers across the country, Cheetos is celebrating the joy of “Cheetle Dust” through a campaign featuring the renowned British-Punjabi graffiti artist and fashion icon Navinder Nangla. Set in London’s vibrant Shoreditch district, this community-first content series tells a playful story: Aly’s candid interaction with the iconic orange “Cheetle Dust” sparks Navinder’s creation of a bespoke piece of wearable art, a one-of-a-kind t-shirt that gives birth to the limited-edition Pashion 4 Cheetoz tee drop.
A Collection That Speaks to Relatability
This limited capsule perfectly taps into Navinder’s authenticity, humour, and creativity, with creators amplifying the campaign through corner shop fit checks and raw behind-the-scenes footage across Instagram and TikTok. The campaign blends digital and physical culture, positioning Cheetos as more than just a snack but as a new cultural touchpoint in the UK. Rachael Smith, Cheetos Senior Marketing Lead, reflected on the campaign’s fresh approach:
“Partnering with Navinder and Aly has been an exciting collaboration as we take Cheetos beyond the shelf and into fashion culture.”
The campaign culminates with a limited drop of the exclusive tees on Fassion St (41 Brick Lane), complete with a surprise one-hour pop-up at a secret corner shop location, fueling the hype with a true streetwear-style launch. Speaking with Navinder, he said:
“Cheeseuz Christ, I’m gassed with this link. I love how Andy Warhol worked with food and modern consumerism. My art is also universal like his, so this one made hella sense and was easy to transition to making art for them too. Plus, I’m actually a big fan of Cheetos. I geeked out when they hit me up. I’ve always wanted to do some sort of cool packaging, and this collab gave me the chance to do something sick. I do love the power of repetition. I can’t wait to see Navinder Nangla Cheeto packets all in a line on the shelves.”
The Legacy of Cheetos: From Texas Origins to Global Phenomenon
The story of Cheetos dates back to 1948, when Charles Elmer Doolin, the creator of Fritos, invented this crunchy corn-cheese puff snack in the research kitchen of the Frito Company in Dallas, Texas. Initially, limited production and distribution capabilities restricted its reach, prompting Doolin to partner with potato chip businessman Herman W. Lay to help market and distribute the product nationwide. This successful partnership eventually led to the 1961 merger of their companies, forming Frito-Lay Inc, also known as Walkers in the UK.
By 2010, Cheetos had become the top-selling cheese puff brand in the United States, boasting worldwide annual retail sales of approximately $4 billion. The original crunchy version remains a fan favourite, but the product line has grown to include over 20 different varieties across North America alone. Cheetos’ global reach spans more than 36 countries, with the brand relaunching in the UK in March 2025.
Final Thoughts
Cheetos’ first major campaign had to step up as more than just a promotion. Snacks and the corner shop are a cultural norm here and must be treated with respect. By teaming up with Navinder, the energy has felt authentic, blending the messiness of “Cheetle Dust” with fashion and street art. Cheetos has carved out a fresh, bold space in the hearts of the UK, and this campaign has gone a long way to seeding that into the zeitgeist. The campaign’s mix of playful storytelling, an exclusive drop, and raw social content across multiple channels signals a healthy(ish) horizon for the brand, one where Cheetoz are the snack of choice.