View source for Cheetos

{{short description|Brand of corn puff snack food}}
{{pp-semi-indef}}
{{Use dmy dates|date=January 2016}}
{{Infobox brand
|name           = Cheetos
|logo         = Cheetos logo.svg
|logo_size = 200
|image  = CheetosCrop.jpg 
|caption        = 
|type           = [[Cheese curl]], [[popcorn]], [[macaroni and cheese]]
|currentowner   = [[PepsiCo]] (via [[Frito-Lay]])
|origin         = United States
|discontinued   =
|introduced     = {{start date and age|1948}}
|markets        = Worldwide
|previousowners = The Frito Company
|trademarkregistrations =
|website        = {{url|https://www.cheetos.com/|cheetos.com}}
}}
'''Cheetos''' (formerly styled as '''Chee-tos''') is a crunchy [[corn puff|corn]]-[[cheese puff]] snack brand made by [[Frito-Lay]], a subsidiary of [[PepsiCo]]. [[Fritos]] creator Charles Elmer Doolin invented Cheetos in 1948, and began national distribution in the United States. The initial success of Cheetos was a contributing factor to the merger between The Frito Company and H.W. Lay & Company in 1961 to form Frito-Lay. In 1965 Frito-Lay merged with The Pepsi-Cola Company, forming PepsiCo, the current owner of the Cheetos brand.

In 2010, Cheetos was ranked as the top selling brand of [[cheese puffs]] in its primary market of the U.S.; worldwide the annual retail sales totaled approximately $4&nbsp;billion. The original Crunchy Cheetos are still in production but the product line has since expanded to include 21 different types of Cheetos in [[North America]] alone. As Cheetos are sold in more than 36 countries, the flavor and composition is often varied to match regional taste and cultural preferences—such as Savory American Cream in [[China]], and Strawberry Cheetos in [[Japan]].<ref name="inventorspot">{{cite web|url=http://inventorspot.com/articles/strawberry_flavored_cheetos_sedu_10230|title=Strawberry Flavored Cheetos Seduce Sweet-Loving Snackers|publisher=inventorspot.com|access-date=2 December 2014|archive-date=23 January 2021|archive-url=https://web.archive.org/web/20210123085656/http://inventorspot.com/articles/strawberry_flavored_cheetos_sedu_10230|url-status=dead}}</ref>

==History==
Cheetos were invented in 1948 by [[Fritos]] creator [[Charles Elmer Doolin]], who cooked early test batches in the Frito Company's research and development kitchen in [[Dallas, Texas]]. The cheese-flavored snack sold quickly, but Doolin did not have the production or distribution capacity to support a nationwide launch. This led Doolin to partner with potato chip businessman [[Herman Lay|Herman W. Lay]] for marketing and distribution, and Cheetos were introduced nationally in the U.S. in 1948, along with a potato product called Fritatos.<ref>"Corn, Potato Chip Packaging Big Business in San Antonio", Dallas Morning News, 22 May 1949, Section XVIII, page 8</ref> The success of Cheetos prompted Doolin and Lay to merge their two companies in 1961, forming Frito-Lay Inc.<ref name=earlyhist>{{cite news|last=Fernandez|first=Manny|title=Cheese Whatevers, City Has Them by the Handful|url=https://www.nytimes.com/2010/08/04/nyregion/04cheez.html|access-date=1 July 2011|newspaper=The New York Times|date=3 August 2010|archive-date=25 January 2021|archive-url=https://web.archive.org/web/20210125025148/http://www.nytimes.com/2010/08/04/nyregion/04cheez.html|url-status=live}}</ref> At the time, Cheetos was one of four large snack food brands produced by the company, which had annual revenues of $127&nbsp;million.<ref name="highbeam">{{cite web|title=Frito-Lay, Inc. Company Profile for Students|url=http://www.highbeam.com/doc/1G2-3427200107.html|archive-url=https://web.archive.org/web/20121105061204/http://www.highbeam.com/doc/1G2-3427200107.html|url-status=dead|archive-date=5 November 2012|publisher=|access-date=20 December 2010|date=1 January 1999}}</ref> Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo in 1965, prompting further distribution of Cheetos outside of North America.<ref name="comphistory">{{cite web|title=Frito-Lay History|url=http://www.fritolay.com/about-us/history.html|website=Frito-Lay North America, Inc.|access-date=20 December 2010|archive-date=12 April 2012|archive-url=https://web.archive.org/web/20120412105044/http://www.fritolay.com/about-us/history.html|url-status=live}}</ref>

While Cheetos were not the first snack food of its kind ([[Elmer's Fine Foods|Elmer's]] Chee Wee's were created in 1933<ref name=Elmer>[http://issuu.com/in_magazine/docs/1410web?e=0/9718171 Jamey Landry. 2014. Elmer's CheeWees—the Big Cheese of New Orleans. ''Inside New Orleans'', Vol. 1 (No. 1):94-96, 98-99.] Retrieved 2015-04-01.</ref>), newer competing products in the snack food category have since emerged—including [[Utz Quality Foods|Utz]] Cheese Curls, [[Herr's]] Cheese Curls and [[Wise Foods|Wise]] [[Cheez Doodles]], along with [[Planters]]' Cheese Puffs and Cheese Curls. Most of the competing cheese-flavored snacks are distributed in specific regions of the U.S., and as of 2010 Cheetos remains as the top-selling cheese puff in America.<ref name=earlyhist /><ref name=competing>{{cite journal|last=Saporito|first=Bill|author2=Sarah Smith|title=How Borden Milks Packaged Goods|journal=Fortune Magazine|date=21 December 1987|url=https://money.cnn.com/magazines/fortune/fortune_archive/1987/12/21/69990/index.htm|access-date=1 July 2011|archive-date=6 March 2019|archive-url=https://web.archive.org/web/20190306235425/https://money.cnn.com/magazines/fortune/fortune_archive/1987/12/21/69990/index.htm|url-status=live}}</ref>

As of 2011, Cheetos are produced, marketed and distributed under three different PepsiCo operating divisions: [[PepsiCo#Frito-Lay North America|PepsiCo Americas Foods]] (which includes [[Frito-Lay]] in the United States and Canada,<ref name="busweek">{{cite web|title=PepsiCo, Inc. (PEP) Company Description|url=http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=PEP:US|archive-url=https://archive.today/20130102064938/http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=PEP:US|url-status=dead|archive-date=2 January 2013|website=Business Week|access-date=20 December 2010}}</ref> [[Sabritas]] in Mexico<ref name=sabritas>{{cite news|last=Savage |first=Mark  |title=Circle of Fun |url=https://news.google.com/newspapers?id=AZZQAAAAIBAJ&dq=sabritas%20cheetos&pg=4618%2C3594902|access-date=1 July 2011|newspaper=The Milwaukee Sentinel|date=14 February 1995}}</ref> and [[PepsiCo#Latin America|Latin Americas]] Foods in Brazil, Colombia, Argentina, Venezuela, and Peru<ref name="profile">{{cite web|title=PepsiCo Investors Corporate Profile|url=http://pepsico.com/Investors/Corporate-Profile.html|work=PepsiCo|access-date=1 July 2011|archive-url=https://web.archive.org/web/20110712011724/http://www.pepsico.com/Investors/Corporate-Profile.html|archive-date=12 July 2011|url-status=dead|df=dmy-all}}</ref>), [[PepsiCo#Europe|PepsiCo Europe]] and [[PepsiCo#Asia|PepsiCo APAC]] and [[PepsiCo#Africa|AMESA]].<ref name=pepannualrpt>{{cite web|title=2010 PepsiCo Annual Report|url=http://pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf|work=PepsiCo, Inc.|access-date=1 July 2011|date=25 December 2010|url-status=dead|archive-url=https://web.archive.org/web/20110906155910/http://www.pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf|archive-date=6 September 2011|df=dmy-all}}</ref> PepsiCo also granted a license to the [[Strauss-Elite|Strauss-Elite company]] to distribute the Cheetos snack. In 2010, worldwide annual sales of Cheetos totaled approximately $4&nbsp;billion, making it the 11th-largest PepsiCo brand.<ref name=pepannualrpt />

In 2021, [[PepsiCo]] and [[Indofood]] announced that Indofood CBP has officially purchased all of the shares owned by [[Frito-Lay|Fritolay Netherlands Holding B.V.]], an affiliate of [[PepsiCo]] at PT Indofood Fritolay Makmur (IFL, now PT Indofood Fortuna Makmur) worth IDR 494 billion, thus the production of [[Lay's]], Cheetos, and [[Doritos]] brand snacks in Indonesia were stopped on 18 August 2021. In addition, PepsiCo and its affiliates has also agreed not to produce, package, sell, market or distribute snack products that compete with IFL products in Indonesia for a period of three years.<ref>{{cite news|last=Uly|first=Yohana Artha|date=2021-02-17|title=Sah Hubungan Berakhir, Indofood Borong Semua Saham Pepsi di Perusahaan Patungan Senilai Rp 494 Miliar|website=Kompas.com|publisher=Kompas Cyber Media|editor=Erlangga Djumena|url=https://money.kompas.com/read/2021/02/17/203700926/sah-hubungan-berakhir-indofood-borong-semua-saham-pepsi-di-perusahaan-patungan.|access-date=2021-02-22|archive-date=3 July 2023|archive-url=https://web.archive.org/web/20230703225103/https://money.kompas.com/read/2021/02/17/203700926/sah-hubungan-berakhir-indofood-borong-semua-saham-pepsi-di-perusahaan-patungan|url-status=live}}</ref> The Cheetos brand produced by Indofood has since been renamed into new variants of Chiki (Twist, Puffs, and Net). Indonesia is the only Cheetos market that sells Roasted Corn flavor of Cheetos while Doritos would take on the new name Maxicorn.<ref>{{Cite web |title=Cheetos, Doritos, and Lay's to remain in Indonesia following rebranding: reports |work=Coconuts |url=https://flipboard.com/article/https%3A%2F%2Fcoconuts.co%2Fjakarta%2Ffood-drink%2Fcheetos-doritos-and-lays-to-remain-in-indonesia-following-rebranding-reports%2F |access-date=2022-04-20 |via=Flipboard |language=en |archive-date=24 December 2022 |archive-url=https://web.archive.org/web/20221224140840/https://flipboard.com/article/https%3A%2F%2Fcoconuts.co%2Fjakarta%2Ffood-drink%2Fcheetos-doritos-and-lays-to-remain-in-indonesia-following-rebranding-reports%2F |url-status=live }}</ref>

In February 2025, Cheetos was reintroduced in Indonesia, which is currently produced by PT PepsiCo Indonesia Foods and Beverages in [[Cikarang]], [[Bekasi Regency]], [[West Java]], is available in two flavors, Cheese and Roasted Corn Cheese.

==Products and distribution==
The first Cheetos product was Crunchy Cheetos, invented in 1948 in [[San Antonio, Texas]]. Crunchy Cheetos remained the brand's sole product for 23 years until the introduction of Cheetos Puffs in 1971. The baked varieties, otherwise known as Baked Cheetos, became available beginning in 2004. As of 2010, there are 21 different variants of Cheetos snacks distributed in the United States.<ref name=cheetosflavorlist>{{cite web|title=Full List of Cheetos Products|url=http://www.fritolay.com/our-snacks/cheetos.html|publisher=Frito-Lay|access-date=12 September 2011|archive-url=https://web.archive.org/web/20110910152554/http://www.fritolay.com/our-snacks/cheetos.html|archive-date=10 September 2011|url-status=dead|df=dmy-all}}</ref> In addition to the original Crunchy Cheetos, Cheetos Puffs and Baked varieties are sold in alternate shape and flavor variations—including a spicy variety known as [[#Flamin' Hot Cheetos|Flamin' Hot Cheetos]].<ref>{{cite news |url=https://www.npr.org/templates/story/story.php?storyId=5394887 |title=Don't Miss: Flamin' Hot Cheetos |newspaper=NPR |publisher=NPR.com |date=9 May 2006 |access-date=2 December 2010 |last1=Rudin |first1=Ken |archive-date=28 December 2019 |archive-url=https://web.archive.org/web/20191228080332/https://www.npr.org/templates/story/story.php?storyId=5394887 |url-status=live }}</ref>

Cheetos are among the snack varieties included in the Frito-Lay [[Munchies (snack mix)|Munchies]] snack mix.

With the introduction of [[Frito-Lay]]'s Natural line, Natural Cheetos were introduced in the mid-2000s, touting all-natural ingredients and real [[Wisconsin]] [[white cheddar]] cheese. They accompany other Frito-Lay products in the Natural line and compete in the market space occupied by other health-conscious snack foods, such as [[Pirate's Booty]]. The Natural brand was re-branded to Simply in 2014.<ref>{{cite news|title=PepsiCo Rebrands 'Natural' Products with 'Simply'|url=https://www.foxnews.com/food-drink/pepsico-rebrands-natural-products-with-simply|website=[[Fox News]]|access-date=27 February 2019|date=24 January 2014|archive-date=28 February 2019|archive-url=https://web.archive.org/web/20190228071243/https://www.foxnews.com/food-drink/pepsico-rebrands-natural-products-with-simply|url-status=live}}</ref>

Cheetos first entered Brazil in 1976,<ref name=brazil>{{cite web|title=Elma Chips Brands|url=http://www.pepsico.com.br/brands/brands-elma-chips.html|publisher=PepsiCo Brazil|access-date=12 September 2011|archive-url=https://web.archive.org/web/20110916062554/http://pepsico.com.br/brands/brands-elma-chips.html|archive-date=16 September 2011|url-status=dead}}</ref> followed by other countries such as Australia during the 1980s.<ref name=cheetosaustr>{{cite web|title=Cheetos Australia|url=http://www.smiths.com.au/student/cheetos.htm|publisher=PepsiCo Australia & New Zealand|access-date=12 September 2011|url-status=dead|archive-url=https://web.archive.org/web/20090917071354/http://www.smiths.com.au/student/cheetos.htm|archive-date=17 September 2009|df=dmy-all}}</ref> In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.<ref>{{cite news |url=https://www.nytimes.com/1994/11/27/magazine/sunday-november-27-1994-chinese-cheetos.html |title=Chinese Cheetos |work=[[The New York Times]] |date=27 November 2006 |access-date=3 December 2010 |archive-date=10 January 2014 |archive-url=https://web.archive.org/web/20140110204406/http://www.nytimes.com/1994/11/27/magazine/sunday-november-27-1994-chinese-cheetos.html |url-status=live }}</ref> As the distribution of Cheetos expanded outside the U.S. to include more than 36 countries,<ref name=countriesfigure>{{cite web|title=Cheetos Mystery Colorz Snacks Taste Cheesy Like Cheetos|url=http://www.fritolay.com/about-us/press-release-20020107.html|publisher=Frito-Lay North America|access-date=13 September 2011|format=Press Release|date=7 January 2002|archive-url=https://web.archive.org/web/20110910195955/http://www.fritolay.com/about-us/press-release-20020107.html|archive-date=10 September 2011|url-status=dead}}</ref> localized versions were produced to conform to regional tastes and cultural preferences.<ref name=dircomphist>{{cite book|title=International directory of company histories|year=2000|publisher=St. James Press|location=Chicago|isbn=978-1-55862-391-0|url=http://www.fundinguniverse.com/company-histories/FritoLay-Company-Company-History.html|editor-first=Jay P.|editor-last=Pederson|access-date=18 November 2011|archive-date=10 March 2012|archive-url=https://web.archive.org/web/20120310020714/http://www.fundinguniverse.com/company-histories/fritolay-company-company-history.html|url-status=live}}</ref>

Frito-Lay conducted extensive testing before settling on flavors for the Chinese market, with ranch dressing, North Sea crab, smoked octopus and caramel being passed up for two flavors: Savory American Cream and Zesty Japanese Steak.<ref name = "Research">{{cite book|last=Zikmund|first=William G.|title=Essentials of Marketing Research|year=2009|publisher=Cengage Learning|url=https://books.google.com/books?id=xpz6YoS1_dAC&pg=PA15|author2=Barry B. Babin|access-date=16 November 2011|page=15|isbn=978-0324593754|archive-date=3 July 2023|archive-url=https://web.archive.org/web/20230703225027/https://books.google.com/books?id=xpz6YoS1_dAC&pg=PA15|url-status=live}}</ref>  These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.<ref name = "Research"/><ref>{{cite news |title=Cheetos pull flavor switch for Chinese |agency=NY Times News Service |work=Lawrence Journal World |page=2A |date=2 September 1994 |access-date=8 December 2010 |url=https://news.google.com/newspapers?id=1JYyAAAAIBAJ&pg=6507,177013&dq=cheetos+china&hl=en |archive-date=14 February 2022 |archive-url=https://web.archive.org/web/20220214153827/https://news.google.com/newspapers?id=1JYyAAAAIBAJ&pg=6507,177013&dq=cheetos+china&hl=en |url-status=live }}</ref> Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.<ref>{{cite web|url=http://consumerist.com/2008/01/move-to-japan-so-you-can-eat-strawberry-cheetos.html|title=Move To Japan So You Can Eat Strawberry Cheetos|publisher=consumerist.com|date=28 January 2009|access-date=2 December 2010|archive-date=8 November 2010|archive-url=https://web.archive.org/web/20101108045445/http://consumerist.com/2008/01/move-to-japan-so-you-can-eat-strawberry-cheetos.html|url-status=live}}</ref> In 2013, a [[Pepsi]]-flavored Cheeto was introduced in Japan, and a [[Mountain Dew]]-flavored variety was available in 2014.<ref>{{Cite news|title = Pepsi-flavored Cheetos sell in Japan, but aren't ready for U.S. (yet)|date = 15 August 2013|url = https://www.usatoday.com/story/money/business/2013/08/15/pepsi-flavored-cheetos-pepsico-cheetos-snack-foods-flavor-mashing/2661811/|last = Horovitz|first = Bruce|work = [[USA Today]]|access-date = 16 August 2013|archive-date = 17 August 2013|archive-url = https://web.archive.org/web/20130817090738/http://www.usatoday.com/story/money/business/2013/08/15/pepsi-flavored-cheetos-pepsico-cheetos-snack-foods-flavor-mashing/2661811/|url-status = live}}</ref> In India, Cheetos Whoosh are sold, made of ingredients such as [[whole grain]] and vegetables.<ref>{{cite web|url=http://pepsicoindia.co.in/Brands/Foods/Cheetos.aspx|archive-url=https://web.archive.org/web/20101217010634/http://pepsicoindia.co.in/Brands/Foods/Cheetos.aspx|title=Cheetos|archive-date=17 December 2010}}</ref>

In 2015, Frito-Lay released a limited edition cinnamon sugar-flavored snack called Sweetos to U.S. markets. Sweetos were the first sweet snack that Cheetos had released in the United States in the brand's 67-year history.<ref>{{cite news|last=Horovitz|first=Bruce|title=Cheetos to roll out Sweetos snacks|url=https://www.usatoday.com/story/money/2015/01/21/cheetos-sweetos-snacks-snacking-frito-lay/22106331/|access-date=4 May 2015|newspaper=USA Today|date=21 January 2015|archive-date=9 March 2015|archive-url=https://web.archive.org/web/20150309094453/http://www.usatoday.com/story/money/2015/01/21/cheetos-sweetos-snacks-snacking-frito-lay/22106331/|url-status=live}}</ref>

In the first week of 2020, [[Frito-Lay]] began distributing "Cheetos popcorn".<ref>{{cite web |url=https://www.dallasnews.com/food/restaurant-news/2020/01/09/first-ever-flamin-hot-cheetos-popcorn-hits-store-shelves-in-texas/ |last=Blaskovich |first=Sarah |date=July 9, 2020 |title=First-ever Flamin' Hot Cheetos popcorn hits store shelves in Texas |work=[[The Dallas Morning News]] |access-date=January 10, 2020 |archive-date=9 January 2020 |archive-url=https://web.archive.org/web/20200109163511/https://www.dallasnews.com/food/restaurant-news/2020/01/09/first-ever-flamin-hot-cheetos-popcorn-hits-store-shelves-in-texas/ |url-status=live }}</ref>

In August 2020, Frito-Lay introduced [[Mac n' Cheetos]], a Cheetos macaroni and cheese.<ref>{{Cite press release |title=Cheetos 'Lets The Cat Out Of The Bag' With Launch Of New Cheetos Mac 'n Cheese |url=https://www.prnewswire.com/news-releases/cheetos-lets-the-cat-out-of-the-bag-with-launch-of-new-cheetos-mac-n-cheese-301106747.html |website=[[PR Newswire]]}}</ref>{{non-primary source needed|date=November 2025}}

In November 2025, Frito-Lay announed it would be introducing Simply NKD Cheeto Puffs and Flamin' Hot Cheetos, a version of Cheetos without artificial colors, in response to the [[FDA]]'s initiative to phase out petrolium-based food coloring such as [[Allura Red AC|Red 40]] from the American food supply. <ref>{{cite web |url=https://www.pepsico.com/newsroom/stories/2025/cheetos-and-doritos-are-getting-naked|date=November 13, 2025 |title=FCheetos and Doritos are getting naked|work=[[PepsiCo]] |access-date=November 16, 2025}}</ref><ref>{{cite web|url=https://www.fda.gov/news-events/press-announcements/hhs-fda-phase-out-petroleum-based-synthetic-dyes-nations-food-supply|title= HHS, FDA to Phase Out Petroleum-Based Synthetic Dyes in Nation’s Food Supply|access-date=2025-11-16}}</ref>

=== Flamin' Hot Cheetos ===
{{see also|Richard Montañez|Flamin' Hot}}
{{Split section|date=November 2025}}
[[File:Cheetos mascots.jpg|thumb|right|Young woman in a Flamin' Hot costume with [[Chester Cheetah]]]]
According to Frito-Lay records, Flamin' Hot Cheetos, a spicy version of the product, was developed at the company's headquarters in Texas starting in 1989, as part of a project led by Lynne Greenfeld, and introduced in test markets in the summer of 1990, alongside Flamin' Hot versions of Fritos and Lays.<ref name="lat-montanez">{{cite news|url=https://www.latimes.com/business/story/2021-05-16/flamin-hot-cheetos-richard-montanez|title=The man who didn't invent Flamin' Hot Cheetos|author=Sam Dean|date=May 16, 2021|work=Los Angeles Times|access-date=16 May 2021|archive-date=16 May 2021|archive-url=https://web.archive.org/web/20210516185042/https://www.latimes.com/business/story/2021-05-16/flamin-hot-cheetos-richard-montanez|url-status=live}}</ref> They became available nationwide in early 1992, and ''[[The Washington Post]]'' would go on to call them "something of a cultural phenomenon",<ref>{{cite news |last1=Andrews |first1=Travis M |title=The Flamin' Hot Cheetos movie: How a Frito-Lay janitor created one of America's most popular snacks |url=https://www.washingtonpost.com/news/morning-mix/wp/2018/02/23/the-flamin-hot-cheetos-movie-how-a-frito-lay-janitor-created-one-of-americas-most-popular-snacks/ |newspaper=Washington Post |access-date=19 September 2019 |archive-date=9 September 2019 |archive-url=https://web.archive.org/web/20190909024207/https://www.washingtonpost.com/news/morning-mix/wp/2018/02/23/the-flamin-hot-cheetos-movie-how-a-frito-lay-janitor-created-one-of-americas-most-popular-snacks/ |url-status=live }}</ref> with ''[[Newsweek]]'' noting that it "rejuvenated the brand" and would become a "central element in Cheetos marketing".<ref name="Newsweek flamin hot">{{cite web |last1=Whalen |first1=Andrew |title=THE TRUE STORY OF THE FLAMIN' HOT CHEETOS INVENTOR RICHARD MONTAÑEZ |url=https://www.newsweek.com/flamin-hot-cheeto-movie-true-story-creator-richard-montanez-1456377 |website=Newsweek |date=27 August 2019 |access-date=19 September 2019 |archive-date=16 September 2019 |archive-url=https://web.archive.org/web/20190916214737/https://www.newsweek.com/flamin-hot-cheeto-movie-true-story-creator-richard-montanez-1456377 |url-status=live }}</ref>

Beginning in the late 2000s, [[Richard Montañez]], who had started his career at Frito-Lay as a plant janitor and later became a marketing director for the company, claimed that he had invented Flamin' Hot Cheetos in the early 1990s while still a janitor, observing that the brand did not have any products targeting [[Latinos]].<ref name="Hustlecheetos">{{cite web |last1=Crockett |first1=Zachary |title=How a janitor at Frito-Lay invented Flamin' Hot Cheetos |url=https://thehustle.co/hot-cheetos-inventor/ |website=The Hustle |date=29 November 2017 |access-date=19 September 2019 |archive-date=3 December 2019 |archive-url=https://web.archive.org/web/20191203070259/https://thehustle.co/hot-cheetos-inventor/ |url-status=live }}</ref> Montañez claimed he had pitched his idea to CEO [[Roger Enrico]] as part of Enrico's initiative to empower employees to help the fledgeling company.<ref name="Hustlecheetos"/> In 2018, [[Searchlight Pictures|Fox Searchlight]] started developing a biopic about the origin story of Flamin' Hot Cheetos as told by Montañez.<ref>{{Cite web|last=Kroll|first=Justin|date=February 22, 2018|title=Flamin' Hot Cheetos-Inspired Movie in Works From Fox Searchlight, DeVon Franklin (EXCLUSIVE)|url=https://variety.com/2018/film/news/flamin-hot-cheetos-movie-devon-franklin-fox-searchlight-1202707879/|url-status=live|access-date=March 29, 2021|website=[[Variety (magazine)|Variety]]|language=en-US|archive-url=https://web.archive.org/web/20180222231156/http://variety.com/2018/film/news/flamin-hot-cheetos-movie-devon-franklin-fox-searchlight-1202707879/ |archive-date=22 February 2018 }}</ref> It starred [[Jesse Garcia]] as Montañez and marked actress [[Eva Longoria]]'s feature directorial debut. [[Hulu]] and [[Disney+]] released the film, titled ''[[Flamin' Hot]]'', in 2023.<ref>{{Cite web|last=McNary|first=Dave|date=August 27, 2019|title=Eva Longoria to Direct Biopic About Flamin' Hot Cheetos Creator|url=https://variety.com/2019/film/news/flamin-hot-cheetos-movie-eva-longoria-1203314982/|url-status=live|access-date=March 29, 2021|website=[[Variety (magazine)|Variety]]|language=en-US|archive-url=https://web.archive.org/web/20190827013338/https://variety.com/2019/film/news/flamin-hot-cheetos-movie-eva-longoria-1203314982/ |archive-date=27 August 2019 }}</ref><ref>{{cite web|url=https://www.cnn.com/2023/06/09/entertainment/flamin-hot-review/index.html|title=''Flamin{{'}} Hot'' tells a chips-to-riches story in Eva Longoria's feature directing debut|date=June 9, 2023|first=Brian|last=Lowry|website=[[CNN]]|access-date=June 9, 2023|archive-date=9 June 2023|archive-url=https://web.archive.org/web/20230609191102/https://www.cnn.com/2023/06/09/entertainment/flamin-hot-review/index.html|url-status=live}}</ref>

In May 2021, the ''[[Los Angeles Times]]'' reported that Frito-Lay had begun an internal investigation in 2018 following a complaint by Greenfeld. The company, which had not previously contradicted Montañez's story publicly, said of the results of that investigation: "None of our records show that Richard [Montañez] was involved in any capacity in the Flamin' Hot test market&nbsp;... we do not credit the creation of Flamin' Hot Cheetos or any Flamin' Hot products to him."<ref name="lat-montanez" /> Additional reporting by the ''Times'' indicated that Montañez's claims did not line up with other events in the product's release timeline, including newspaper articles announcing the test market release in 1990, and Enrico not joining Frito-Lay until later that year. However, the ''Times'' noted a 1993 ''[[U.S. News & World Report]]'' story indicating that Montañez ''was'' responsible for suggesting subsequent product ideas that built on the Flamin' Hot line, including Flamin' Hot Popcorn.<ref name="lat-montanez" />

Montañez has stood by his claims following the ''LA Times'' investigation, arguing that there was a lack of documentation because of the low level of his job at the time, but adding that he was not aware of what might have been going on in other divisions of the company, and thus he did not have reason to dispute Greenfeld's accounts.<ref>{{cite web|url=https://variety.com/2021/film/news/richard-montanez-flamin-hot-cheetos-responds-1234974227/|title=Disputed Flamin' Hot Cheetos Inventor Responds to Frito-Lay's Claims: 'I Was Their Greatest Ambassador'|first=Ellise|last=Shaffer|work=[[Variety (magazine)|Variety]]|date=May 16, 2021|access-date=May 19, 2021|archive-date=19 May 2021|archive-url=https://web.archive.org/web/20210519140557/https://variety.com/2021/film/news/richard-montanez-flamin-hot-cheetos-responds-1234974227/|url-status=live}}</ref>

==Manufacturing==
{{Further|Cheese puffs}}
[[File:Fabryka PepsiCo w Tomaszowie Mazowieckim.jpg|thumb|Factory producing Cheetos in [[Tomaszów Mazowiecki]], Poland]]
Cheetos are manufactured by blending corn and water. The germ of the corn is removed to prevent spoiling; the germless corn is then ground into cornmeal. Because the cornmeal lacks the nutrients provided by the germs, it is enriched by adding nutrients in order to increase its nutritional value. (Enriched cornmeal is found in the following flavors: Crunchy,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-cheese-flavored-snacks|title=CHEETOS® Crunchy Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=2 March 2018|archive-url=https://web.archive.org/web/20180302044507/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-cheese-flavored-snacks|url-status=live}}</ref> Puffs,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-cheese-flavored-snacks|title=CHEETOS® Puffs Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=1 March 2018|archive-url=https://web.archive.org/web/20180301230420/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-cheese-flavored-snacks|url-status=live}}</ref> Flamin' Hot Crunchy,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-flamin-hot-cheese-flavored-snacks|title=CHEETOS® Crunchy FLAMIN' HOT® Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=21 May 2018|archive-url=https://web.archive.org/web/20180521170201/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-flamin-hot-cheese-flavored-snacks|url-status=live}}</ref><ref>{{cite magazine |last1=Tonn |first1=Shara |date=24 May 2018 |title=Making Cheetos: It Ain't Easy Being Cheesy |url=https://www.wired.com/2010/05/process-cheetos/ |magazine=Wired |access-date=21 Nov 2022}}</ref> Flamin' Hot Puffs,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-flamin-hot-cheese-flavored-snacks|title=CHEETOS® Puffs FLAMIN' HOT® Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=1 March 2018|archive-url=https://web.archive.org/web/20180301230413/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-flamin-hot-cheese-flavored-snacks|url-status=live}}</ref> Flamin' Hot Limon Crunchy,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-flamin-hot-limon-cheese-flavored-snacks|title=CHEETOS® Crunchy FLAMIN' HOT® Limón Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=1 March 2018|archive-url=https://web.archive.org/web/20180301230418/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-flamin-hot-limon-cheese-flavored-snacks|url-status=live}}</ref> XXTRA Flamin' Hot Crunchy,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-xxtra-flamin-hot-cheese-flavored-snacks|title=CHEETOS® Crunchy XXTRA FLAMIN' HOT® Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=1 March 2018|archive-url=https://web.archive.org/web/20180301230416/https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-xxtra-flamin-hot-cheese-flavored-snacks|url-status=live}}</ref> Reduced Fat Flamin' Hot Puffs,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-flamin-hot-reduced-fat-cheese-flavored-snacks|title=CHEETOS® Puffs FLAMIN' HOT® Reduced Fat Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=20 July 2017|archive-url=https://web.archive.org/web/20170720112417/http://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-flamin-hot-reduced-fat-cheese-flavored-snacks|url-status=live}}</ref> Reduced Fat Puffs,<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-reduced-fat-cheese-flavored-snacks|title=CHEETOS® Puffs Reduced Fat Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=18 October 2017|archive-url=https://web.archive.org/web/20171018005929/http://www.fritolay.com/snacks/product-page/cheetos/cheetos-puffs-reduced-fat-cheese-flavored-snacks|url-status=live}}</ref> and Cheddar Jalapeño Crunchy.<ref>{{cite web|url=https://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-cheddar-jalapeno-cheese-flavored-snacks|title=CHEETOS® Crunchy Cheddar Jalapeño Cheese Flavored Snacks|website=www.fritolay.com|access-date=2 May 2018|archive-date=16 October 2017|archive-url=https://web.archive.org/web/20171016224424/http://www.fritolay.com/snacks/product-page/cheetos/cheetos-crunchy-cheddar-jalapeno-cheese-flavored-snacks|url-status=live}}</ref>) The mixture is heated under pressure, and then extruded through a die. The texture of the snack is formed as a result of contact with hot air, causing steam in the mixture to expand and creating its characteristic texture. After oven-drying or frying, the product is then tumbled with the desired flavor components (the original Crunchy Cheetos are [[Frying|fried]]). The process takes approximately 19 minutes and each half hour an in-house lab team inspects and taste-tests each batch. At this point, the result of the inspection is determined by comparing each batch to product sent from Frito-Lay headquarters.<ref name=manufacturingwired>{{cite journal|last=Koerner|first=Brendan|title=Making Cheetos: It Ain't Easy Being Cheesy|journal=Wired Magazine|date=24 May 2010|volume=18|issue=6|url=https://www.wired.com/magazine/2010/05/process_cheetos|access-date=30 June 2011|archive-date=14 July 2011|archive-url=https://web.archive.org/web/20110714120908/http://www.wired.com/magazine/2010/05/process_cheetos|url-status=live}}</ref> Other flavor and format variations such as Cheetos Puffs, Cheetos Paws, Cheetos Twists, Cheetos Balls, and Cheetos Whirls are all finished with a drying stage in large ovens.<ref>{{cite web |url=http://www.smiths.com.au/student/cheetos.htm |title=Cheetos Cheese Snacks&nbsp;— Smith's Snackfood Company |publisher=Smiths.com.au |access-date=26 July 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090917071354/http://www.smiths.com.au/student/cheetos.htm |archive-date=17 September 2009 |df=dmy-all }}</ref> As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the [[United States]].<ref name=manufacturingwired />

==<span id="Promotion and mascot"></span>Marketing==
{{Further|Chester Cheetah}}

The first Cheetos mascot was the animated Cheetos Mouse, which debuted in early 1971. The Cheetos Mouse spoke with an [[upper class]] accent, and typically wore a [[Suit (clothing)|three piece suit]]. He used the slogans "Chee-tos. Cheese that goes crunch!" and several years later, "Hail Chee-sar!". The Cheetos Mouse was seen in television commercials, print ads and used for various promotional Cheetos merchandise until the character was phased out around 1979.

The Cheetos brand is commonly recognized by association with its second and current [[mascot]], an [[anthropomorphism|anthropomorphic]] sly, smooth-voiced [[cartoon]] [[cheetah]] named [[Chester Cheetah]]. Chester first appeared in television commercials in 1986, known for concluding Cheetos advertisements with [[slogan]]s, which have evolved over time. He used both "The cheese that goes crunch!" and "It ain't easy bein' cheesy" as slogans from 1986 to 1997, and then "Dangerously cheesy" from 1997 onwards.<ref>{{cite web|url=http://www.trademarkia.com/dangerously-cheesy-75226133.html|title=Apply for a Trademark. Search a Trademark|website=trademarkia.com|access-date=10 April 2017|archive-date=10 April 2017|archive-url=https://web.archive.org/web/20170410215604/http://www.trademarkia.com/dangerously-cheesy-75226133.html|url-status=live}}</ref> In 2003, Chester was first rendered as a computer-generated character in the United States, while continuing to appear in a traditionally animated form in some other countries where the brand is sold.<ref name=chestermascot>{{cite news|last=Stevenson|first=Seth|title=Chester's Got a Brand-New Bag|url=http://www.slate.com/id/2186601/|access-date=12 September 2011|newspaper=Slate|date=17 March 2008|archive-date=11 April 2011|archive-url=https://web.archive.org/web/20110411090240/http://www.slate.com/id/2186601|url-status=live}}</ref>

Beginning in 2008, Cheetos advertising and promotion broadened in regard to age appeal, with a revised focus on an adult demographic. In their "Orange Underground" campaign, Chester speaks with a deep voice and encourages people to use their Cheetos in acts of revenge, pranks, or to solve problems through "Random Acts of Cheetos".<ref name=chestermascot /><ref>{{Cite web |date=2008-05-26 |title=Cheetos Ads That Promote 'Random Acts' Are Irresponsible |url=https://adage.com/article/ad-review/cheetos-ads-promote-random-acts-irresponsible/127306/ |access-date=2025-11-11 |website=adage.com |language=en}}</ref> In February 2009, Cheetos was the subject of its first [[Super Bowl advertising|Super Bowl commercial]]. In the {{US$|3{{nbsp}}million|link=yes}}, 30 second advertisement, a "loud, chatty woman" is talking on her mobile phone at a restaurant. Chester the Cheetah persuades another customer to toss Cheetos onto the ground, attracting a flock of birds to drive away the obnoxious loud-talking customer.<ref name=superbowl1>{{cite news|last=Wong|first=Emily|title=Cheetos Joins Super Bowl Ad Parade|url=http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|access-date=12 September 2011|newspaper=AdWeek|date=29 January 2009|archive-date=10 October 2012|archive-url=https://web.archive.org/web/20121010030059/http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|url-status=live}}</ref><ref>{{cite web |url=http://adage.com/madisonandvine/article?article_id=134558 |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |publisher=adage.com |date=11 February 2009 |access-date=2 December 2010 |archive-date=18 February 2009 |archive-url=https://web.archive.org/web/20090218000707/http://adage.com/madisonandvine/article?article_id=134558 |url-status=live }}</ref> The campaign won the 2009 Grand Ogilvy Award from the [[Advertising Research Foundation]].<ref>{{Cite web |date= |title=2009 David Ogilvy Awards Winners |url=https://thearf.org/2009-arf-david-ogilvy-awards-winners/ |access-date=2025-11-11 |website=The ARF |language=en-US}}</ref>

In 2009, Frito-Lay invited popular blogs including ''[[Boing Boing]]'' and ''[[Mashable]]'' to create online ads for Cheetos, with the blogs having complete creative control. ''Boing Boing'' contracted [[Johannes Grenzfurthner]] (of [[monochrom]]) to create an artistic campaign for the product.<ref>{{cite web |last1=Learmonth |first1=Michael |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |url=https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |website=Ad Age |date=11 February 2009 |access-date=9 December 2018 |archive-date=9 December 2018 |archive-url=https://web.archive.org/web/20181209165650/https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |url-status=live }}</ref>

On August 15, 2017, Frito-Lay announced the opening of its The Spotted Cheetah [[pop-up restaurant]] in New York, with dishes made with Cheetos with chef [[Anne Burrell]]. According to ''The Wall Street Journal'', the restaurant's reserve spots quickly sold out.<ref name=wsj-chetos>{{cite news |last=Passy |first=Charles |date=August 15, 2017 |title=You Can't Get a Table at Manhattan's Cheetos Restaurant - The Spotted Cheetah pop-up eatery sold out all its reservations in just six hours. |url=https://www.wsj.com/articles/you-cant-get-a-table-at-manhattans-cheetos-restaurant-1502749930 |work=[[The Wall Street Journal]] |location=New York City, New York, United States |access-date=August 17, 2017 |archive-date=17 August 2017 |archive-url=https://web.archive.org/web/20170817204835/https://www.wsj.com/articles/you-cant-get-a-table-at-manhattans-cheetos-restaurant-1502749930 |url-status=live }}</ref>

==See also==

{{div col|colwidth=30em}}
* [[Cheezies]]
* [[Kurkure]]
* [[List of brand name snack foods]]
* [[Mac n' Cheetos]]
* [[Pirate's Booty]]
* [[Barcel|Takis]]
* [[Twisties]]
* [[Wotsits]]
{{div col end}}

==References==
{{Reflist|30em}}

==External links==
* {{official website}}

{{Frito Lay}}
{{authority control}}

[[Category:Brand name snack foods]]
[[Category:Products introduced in 1948]]
[[Category:Frito-Lay brands]]
[[Category:The Smith's Snackfood Company brands]]

{{commonscat}}