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February 13, 2025 | 08:03 pm
TEMPO.CO, Jakarta - Director of Government Affairs and Corporate Communications at PT PepsiCo Indonesia Foods and Beverages, Gabrielle A., said that the well-loved snack Cheetos will be back in Indonesian market.
She mentioned that the production of Cheetos has begun since January 2025 in a factory in Cikarang, West Java, with an investment of US$200 million or about Rp3.3 trillion (assuming an exchange rate of Rp16,371 per US dollar).
"Finally, Cheetos is back in Indonesia. We have opened the first factory in Indonesia, located in Cikarang, to produce Cheetos since January 2025," said Gabrielle in a post on her personal LinkedIn account on Saturday, February 8, 2025.
What is Cheetos, and how has its production journey been in Indonesia?
Quoting Business Insider, Cheetos was discovered by the founder of Fritos, Charles Elmer Doolin, in Dallas, Texas, U.S., in 1948. Initially, Doolin did not have adequate resources to market his snack nationwide, so he decided to partner with the potato chip entrepreneur, Herman W. Lay.
Later, Cheetos was successfully released along with a potato product named Fritatos. Cheetos proved to be very successful, so Doolin and Lay merged their two companies to form Frito-Lay Inc. in 1961. However, the snack is now owned by PepsiCo.
Regarding the naming of Cheetos, there is no definite explanation, but many people speculate that the name of the snack is a form of homage to Fritos. This is because Cheetos were originally made using the same ingredients as Fritos, so it is thought that the name was given because Cheetos contain cheese and eventually became known as Cheetos.
The first Cheetos product released was Crunchy Cheetos in San Antonio, Texas, in 1948. Initially, Crunchy Cheetos was the only Cheetos product sold, until Cheetos Puffs were introduced in 1971.
For some people, the sensation of licking fingers covered in orange or red cheese powder from Cheetos is a unique pleasure. In fact, the official Cheetos website has a unique term for the uncontrollable urge to lick these fingers, called cheetle.
Production Halted in Indonesia Since 2021
Previously, Cheetos had long been a part of the snack market in Indonesia. However, since August 2021, Cheetos has not been produced in the country following the end of the partnership between PT Indofood Fritolay Makmur (IFL), a subsidiary of PT Indofood CBP Sukses Makmur Tbk, and PepsiCo.
At that time, PepsiCo agreed to sell its shares in IFL and terminate the 30-year-old partnership. According to the official statement, IFL would also cease production, packaging, marketing, sales, and distribution of PepsiCo products in Indonesia starting August 2021.
Not only Cheetos, the company also no longer produces Lays and Doritos. "For three years after the end of the transition period," said Corporate Secretary of Indofood CBP Sukses Makmur, Gideon A. Putro, on Thursday, February 18, 2021.
At the time, the news of Cheetos, Lays, and Doritos halting production sparked a buzz among netizens. On social media platform X (formerly Twitter), for instance, the hashtag #Lays became a trending topic, garnering over 33,400 tweets.
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