Cheetos® unveils Sweet Phantom Heat™ Flavored Puffs, a first-of-its-kind multi-sensory Halloween snack experience

Inspired by compounds found in Sichuan pepper, the new flavor combines sweetness, heat, tingling and a subtle fizz.

August 18, 2026

Halloween is a season built on surprise. From costumes and haunted houses to seasonal snacks and treats, people expect the unexpected.

Cheetos^® – a brand known for turning up the mischief – is adding a new twist to the Halloween lineup with the launch of Cheetos^®Sweet Phantom Heat™ Flavored Puffs.

The new flavor transforms nostalgic cinnamon sugar into an unexpected sensory experience. What begins with familiar notes of sweetness, evolves into a flavor journey that can include sensations of heat, tingling, numbing and even a subtle fizz that builds with every bite, making the experience unique from person to person.

“Cheetos and Halloween have always shared a spirit of playful mischief, and every year we look for new ways to surprise fans with unexpected snacking experiences,” said Jess Spaulding, senior vice president of marketing at PepsiCo Foods U.S. “With Cheetos Sweet Phantom Heat Puffs, we've created a first-of-its-kind flavor that’s layered with sweetness, heat, and a unique tingling sensation. It's an experience designed to keep fans guessing with every bite and delivers the irreverent twist they've come to expect from Cheetos.”

Made without artificial colors or flavors, Cheetos Sweet Phantom Heat was inspired by compounds found in Sichuan pepper, which are known to interact with sensory nerves in the mouth to create a distinctive numbing sensation. In fact, research published in “Food Quality and Preference” in 2026¹found that stress and fear can increase desires for spicy foods and this innovation delivers exactly that.

“With Cheetos Sweet Phantom Heat Puffs, we set out to create a snack experience that goes beyond traditional flavors, engaging multiple senses at once,” said Joyce Xu, senior director of research and development at PepsiCo. “We wanted each bite to feel like a new discovery, so we looked to real food sensations for inspiration and found a way to layer sweetness, heat, and tingling effects into a multidimensional flavor journey unlike anything we’ve created before for Cheetos.”

Over the years, Halloween has served as a platform for Cheetos to bring fans limited-edition flavors, immersive experiences and unexpected twists, offering a savory alternative during a holiday often associated with sweets.

Cheetos Sweet Phantom Heat Puffs will be available at retailers nationwide and on TikTok Shop beginning Aug. 31.

Frequently asked questions

What causes the tingling or numbing sensation?

Some of these sensations are inspired by compounds found in Sichuan pepper, which are known to interact with sensory nerves in the mouth and create the distinctive tingling and numbing experience.

How long does the sensorial effect last?

Like any flavor experience, the sensorial experience can vary from person to person and can last from several minutes to up to 30 minutes after last consumed.

Does the sensorial experience get stronger the more you eat?

Yes, the heat, tingle and numbing sensations all intensify with subsequent bites, building a layered flavor journey throughout the snacking experience.

Does the product contain artificial colors or flavors?

No, Cheetos Sweet Phantom Heat Puffs do not contain any artificial colors or flavors.

What natural colors or ingredients are used in the product?

Cheetos Sweet Phantom Heat is colored using red radish juice and Paprika Extract.

¹_{According to a 2026 study from Food Quality and Preference}