It's not a new name, either. MSN reported the brand has tweeted about it since about 2015.
The reason Cheetos wants you to know this term now is because Cheetos Popcorn — available in cheddar and flamin’ hot flavors — is marketed as popcorn that “has been infused with Cheetle."
"We've seen the way Cheetos lovers don their red- and orange-dusted fingers like a badge of honor, and we're always looking for ways to help them step up their snacking game," said Brandi Ray, senior director of marketing for Cheetos maker Frito-Lay North America. "The only way to truly take popcorn to the next level is to add the iconic Cheetle, the cheesy dust that will entice Cheetos fans to snack on this popcorn all year long."
» Cheeto shaped like Harambe the gorilla sold for $100,000 on eBay