Cheetos Brand Serves Up Mischief This Halloween with New Treats and Tricks for the Entire Family

Chester Cheetah releases new limited-edition Halloween treat and delivers virtual tricks to celebrate the most mischievous time of the year.

PLANO, Texas – Calling all pranksters: Chester Cheetah, the official Cheetos brand spokes-cheetah, has proclaimed that after years of the ‘same old same old,’ Halloween needs a new twist – so, today he unveiled a new bag of treats and tricks to bring out the mischievous side of families this season.

With the release of new limited-edition Cheetos Bag of Bones and a fully revamped Cheetos Halloween online hub, the Cheetos brand — one of the billion-dollar brands from PepsiCo’s Frito-Lay division — is encouraging families across the country to unleash the mischief with some hair-raising challenges and pranks.

New limited-edition Cheetos Bag of Bones is the perfect Halloween snack for family fun. Each spooktacular bag is filled with four skeleton-shaped Cheetos treats. These tasty skulls, ribcages, bones and paws feature white cheddar seasoning, giving consumers permission to play with their food and build their own edible skeleton. Cheetos Bag of Bones is great for entertaining at home and is available in large, party-size 8 oz. bags for a suggested retail price of $3.49.

This new Halloween treat joins last year’s multipacks featuring treat-size Cheetos Crunchy snack bags with glow-in-the-dark packaging. Available in 30-count 0.65 oz. bags for a suggested retail price of $5.00, the multipacks offer a delicious savory alternative to Halloween sweets. Together, both limited-edition Cheetos products give families a dangerously cheesy option when snacking and entertaining during the most mischievous times of the year.

“Halloween is our time to shine and it’s Chester Cheetah’s job to add the flavor each year,” said Jeff Klein, vice president of marketing for Frito-Lay. “This year, we’re blowing out the treats and tricks, delivering a little bit of fun in every bag and giving families the opportunity to release some seasonal mischief; proving once again that Chester Cheetah really is the king of Halloween.”

What’s Up Chester’s Sleeve This Halloween?
Taking the mischievous fun online, the Cheetos brand is again offering fans www.CheetosHalloween.comwith even more ways to share the playful spirit of the season:

• Chester’s Project TP: Last year, Cheetos fans draped more than 150 million feet of digital toilet paper around the world, and this year, the brand is once again encouraging families to digitally prank neighbors via Chester’s Project TP, a partnership with Google Maps, Google Earth and Google Maps Street View. Hosted on www.CheetosHalloween.com, jokesters can virtually toilet paper any structure, anywhere in the world by just entering a street address into the Project TP app. Fans aged 13 and older also have two opportunities to enter a weekly sweepstakes for a chance to win gift cards or cash, up to $1,000. Fans can enter by completing a Project TP mission or by entering a unique code from their limited-edition product purchases.

• Tiny Tales of Terror Twitter Challenge: Using the hashtag #Cheetales, the Cheetos brand will host a Tiny Tales of Terror Twitter Challenge where fans tweet their spookiest tales (in less than 140 characters, of course) for a chance to have their stories made into short films narrated by Chester Cheetah himself and posted on the Cheetos Twitter page, You Tube channel and Facebook.

• Ghostery Store Pranks: While consumers may not think twice about walking into a grocery store this season, Chester and his Halloween hijinks will transform those aisles from boring to spooky for some entertaining digital content. With hidden cameras positioned around the grocery store, Chester Cheetah has created a series of playful pranks – like a grocery cart steered by a headless zombie or a stock boy with detached arms – as shoppers browse the aisle for their favorite cheesy Halloween snack. Check outwww.CheetosHalloween.com  to see shoppers getting hilariously pranked.

To further bring the mischief to life, the Cheetos brand will debut a 15 second Halloween-themed television spot called “Hatchet Jim,” which will feature Chester Cheetah snacking on new Cheetos Bag of Bones snacks while he rides in a car with a family, and a special spooky guest – Hatchet Jim.

About Cheetos
Cheetos is one of the billion-dollar brands that makes up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Cheetos by visiting www.facebook.com/Cheetos.

About PepsiCo
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2013, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth in shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.