There was likely a time during Cheetos’ 70-year history when the orange residue the snack leaves behind was seen as a liability.
In recent years, however, the brand has taken great pains to embrace the dust, dubbed Cheetle, as an integral component of the Cheetos experience.
In a 2015 tweet, mascot Chester Cheetah described Cheetle as “more magical than pixie dust.”
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