TakeOut Puffs, marketed as a Addictively Delicious™ plant-based snack, released an ad spot that takes aim directly at its notoriously orange and cheesy competition. The commercial doesn’t name Cheetos directly, but it couldn’t be any more clear about what brand it wants you to envision. The little girl in the ad holds up generic bags of cheese puffs with a cheetah on them and later tells viewers that “they taste even better than the ones with the cheetah,” obviously referencing the Cheetos mascot. Outstanding Foods, the young brand that owns TakeOut Puffs, describes its snacks as better-for-you versions of the classics. If that’s the case, it’s likely that this healthy snack food brand isn’t going to stop with Cheetos.