A rare Flamin’ Hot Cheeto, shaped remarkably like the iconic Pokemon character Charizard, has fetched an astonishing Rs 77 lakh ($90,000) at an auction. The three-inch-long snack, housed in a custom case, was purchased by an anonymous buyer after an intense bidding war.

From eBay Purchase to Viral Sensation

The unusual Cheeto’s journey to the auction began when Paul Bartlett, a sports memorabilia and trading card shop owner from Georgia, acquired it on eBay. Initially listed for Rs 43,134 ($500), Bartlett managed to purchase it for Rs 30,194 ($350). After obtaining the plastic-encased snack in 2019, he placed it in a safe and forgot about it for years. It was only in 2024 that he rediscovered it and posted a photo on Instagram, which quickly went viral.

Custom Case for a One-of-a-Kind Collectible

Despite facing difficulties in finding a collectibles company willing to create a custom case for the Cheetozard, Bartlett enlisted the help of his friend Jordan Tkacsik. Tkacsik designed a four-part protective case to prevent any structural damage, ensuring the snack’s longevity.

Bidding War Drives Up the Price

On February 10, the Cheetozard was put up for auction at Goldin Auctions with an initial bid set at Rs 21,567 ($250). The bidding escalated rapidly, reaching Rs 1.5 lakh ($18,000) by March 1. A fierce competition ensued, with the final sale price hitting Rs 63.1 lakh ($72,000), plus an additional Rs 1.3 lakh ($15,840) in fees.

Dave Amerman, Goldin’s head of consignment, emphasized the unique appeal of the Cheetozard, stating, “Goldin specializes in rare and one-of-a-kind collectibles, and the Cheetozard is exactly this. Part of what makes this item so fun and unique is that it bridges two fandoms – Pokemon and Cheetos.”

Cheetos Brand Reacts to the Sale

The snack brand Cheetos, owned by PepsiCo subsidiary Frito-Lay, responded to Goldin’s Instagram post about the auction with a simple “two eyes” emoji.

Tina Mahal, senior vice president of marketing at PepsiCo Foods, commented, “Cheetos are crafted with individual care and designed to be unique, and the ‘Cheetozard’ is no exception. It’s a longstanding tradition for fans to search for fun, interesting shapes and sizes inside every Cheetos bag, and we always love to see what they find.”

Extravagant Spending on Collectibles

The Charizard-shaped Cheeto, however, is not the first food item to be sold for an exorbitant amount. In fact, just last year, cryptocurrency entrepreneur Justin Sun made headlines when he spent Rs 52.4 crore ($6.2 million) on an artwork featuring a banana duct-taped to a wall. Notably, Sun outbid six others at Sotheby’s auction house in New York. However, in a surprising turn of events, he later ate the banana while giving a speech, calling the artwork “iconic.” Furthermore, he likened the purchase to cryptocurrency investments and humorously described the banana’s taste.