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He had noticed that Cheetos didn't have any spicy flavors, so he seasoned the plain corn puffs he had gotten with spices and chili powder to make them hot and spicy. The cheese-flavored snack sold quickly, but Doolin did not have the production or distribution capacity to support a nationwide launch. "And let them know that a Montaez mopped it.". One day, the machine that made Cheetos spit out a batch that were totally unseasoned. It featured dishes like a Flamin' Hot Cheetos-crusted rib-eye steak, Cheetos Crunchy Xxtra Flamin' Hot Sweet N' Spicy Chili Meatballs, Flamin' Hot Cheetos Elotes (a nice nod to the legendary origins of the snack), and even a Flamin' Hot Cheetos-infused chocolate shake. Furthermore, these snacks are said to have some significant nutritional benefits, as well as the ability to use chili powder. Bring the sauce to a boil and reduce to a simmer. Frito-Lay doesn't sell products directly to schools, and they don't actively market their snacks to kids ages 12 and under, but that hasn't stopped kids from getting their hands on Flamin' Hot Cheetos, so for some schools, the ban felt necessary. Frito-Lay records shared with The Times show that Montaez was promoted to a quality-control tech services specialist from 1998 to 2002, then left the plant and rose to a director-level position. Watching his many recorded speaking engagements, its easy to see why his story has taken off. The story begins in Beloit, Wisconsin, where an animal feed manufacturer called the Flakall Corporation was producing . But the people who had worked on the original Flamin Hot line werent watching viral videos or reading food blogs targeted at young audiences. It's no surprise that many conferences and companies seek to haveMontaez as a speaker. Some of her past credits include Mr. Corman and Gentefied. The janitor position paid $4 an hour with benefits. The inventor of Flamin' Hot Cheetos says that he has a PhD in being Poor, Hungry, and Determined. Images that Montaez has posted to his Instagram account show that the Sabrositas line included Flamin Hot Popcorn, two types of Fritos Flamin Hot and Lime and Chile Corn Chips and a Doritos variety billed as buuelito-style tortilla chips. Flamin Hot Cheetos and Lays rolled out across the country by early 1992 and would slowly grow to become a cult hit. Well, Montaez said he's "not concerned" about it being spoiled by Frito-Lay's allegations. Richard Montaez is widely known as the inventor of Flamin' Hot Cheetos, but a new report claims that he wasn't the brains behind the product. October 29, 2022 by Laura. That might explain why, even if your mouth is burning and your stomach is churning, you can't help but reach for another handful of Flamin' Hot Cheetos. The record of Flamin Hot Cheetos first entering the market in 1990 points to an impossibility at the heart of Montaezs story all along. Montaez, the son of Mexican immigrants, suddenly found inspiration. It was that determination that lead him to create the first bag of Flamin' Hot Cheetos, a new addition to the Cheetos family that's now one of the most popular snacks at Frito-Lay. Of course stories grow, and the longer we get away from the date the stories evolve, Carey said. I was on the cookie, Lecuona said, and Lynne Greenfeld was on the small-bag business., Wed go on a field marketing tour and bring home 50 different bags of chips that we had never seen in our lives theyd say were losing sales to this kind of product line right now, Lecuona said, and so Flamin Hot was actually, you could call it a flavor idea.. Lay & Co. had first merged, but Anheuser-Busch had come out swinging with its national Eagle Snacks line, and Frito-Lay was losing ground. Montaez took them home and decided to experiment. That product was developed by those guys in the plant.. Frito-Lay had something called the method-improvement program, looking for ideas. What are some good dipping flavors for hot Cheetos? Geri Lavrov/Getty Images However, Doolin didn't have the resources to take his snack food nation-wide just yet. An earlier version of this article said Lynne Greenfeld and Miguel Lecuona attended business school at Northwestern. Its unclear whether the producers ever informed Longoria, whos set to direct the film. The strikes left 34 people injured, including three children, and caused widespread damage. In that role, he writes in his new memoir, he spearheaded a program to reduce waste along the assembly line. When Montaez was enjoying some elotes, he decided that the combination of cheese and chili powder would also taste great on Cheetos. But perhaps the most famous Flamin' Hot Cheeto of all was one that took the shape of Harambe, a gorilla killed at the Cincinnati Zoo in 2016 after a 3-year-old fell into his enclosure. He just didnt make Flamin Hot Cheetos. Michele Thatcher, chief counsel in PepsiCos global human resources department, wrote that she and the legal team know Richard well, were aware of his book and movie projects, and were unsure what problem, if any, there might be with his story. The story is about overcoming adversity and racial discrimination.. There are several types of nachos, cream cheese, and other options. The pastime is so popular that Cheetos actually created an onlineCheetos Museum, and snackers from around the globe were invited to submit their wild Cheetos shapes. According to snackhistory.com, Takis is said to have been invented by someone named Morgan Sanchez, although there is little online to confirm the claim. The Flamin' Hot Cheetos x Forever 21 fashion collection wasn't exactly haute couture, but it was a start. In his new memoir, Montaez writes that he tapped into the local network of women hosting Tupperware parties to get Flamin Hot Cheetos out to customers in Southern California as a way to bolster the struggling test market. Chrissy Callahan covers a range of topics for TODAY.com, including fashion, beauty, pop culture and food. Theres just one problem: Montaez didnt invent Flamin Hot Cheetos, according to interviews with more than a dozen former Frito-Lay employees, the archival record and Frito-Lay itself. A janitor who couldn't read, inventing a multi-million dollar product and going on to become a vice president at PepsiCo? Image and Recipe: The Spiffy Cookie. The crunchy snacks are always right at your fingertips, whether theyre dipped in a creamy dip or eaten straight from the container. Montaez was born in Ontario to a Mexican American family that lived in the unincorporated community of Guasti, a cluster of buildings and shops centered on vineyards east of Los Angeles, where some of the men in his family picked grapes for a living. Flamin' Hot tells the story of Richard Montaez, who rose from janitor to PepsiCo executive after inventing the spicy version of the snack. But long before Katy Perry dressed up as a Flamin' Hot for Halloween and Lord Bezos posted his grubby billionaire cheese fingers to Instagram, cows were the first ones feasting on what would later become the famous Cheeto. Although they aren't the inventors of the cheese puff snack, Frito-Lays Cheetos are definitely the leading brand of cheese puffs having grown to more than $4 billion in annual worldwide sales. Of course stories grow, and the longer we get away from the date the stories evolve. However, the investigation did note that Montaez was involved in the launch of Frito-Lay's Sabrositas product line, which was aimed specifically at the Latino market and included Flamin' Hot Popcorn and Lime and Chile Fritos. The answer could only come out of Southern California. So, if Montaez didn't invent Flamin' Hot Cheetos, who did? 2. In a later email, another Frito-Lay lawyer, Susan Chao, wrote, We know you and the Law Dept worked together to trademark Flamin Hot but asked Greenfeld if she remembered who had invented the name. Flamin' Hot Cheetos were invented by a Frito Lay janitor YouTube There have been numerous flavor varieties of Cheetos over the years, but one that has demonstrated continued popularity has been Flamin' Hot Cheetos. Pizza covered with Flamin' Hot Cheetos and dill pickle chips, massive deep-fried s'mores and the usual array of snacks and sweets will be tempting guests at the LA County Fair in Pomona. It's a story that has everything, and Hollywood seems to agree, because there's going to be a Flamin' Hot Cheetos movie. Growing up,Richard Montaez found it difficult to understand his teachers at school. Flamin' Hot Cheetos, a well-known invention, has been made by Richard Monta*ez, a well-known author and businessman. In addition to having a film about his life being made, Flamin' Hot Cheetos inventor Richard Montaez also works as a public speaker, addressing the importance of multiculturalism and diversity in industry. They may have not invented the ingredient, but they invented the energy that goes behind this thing and the positioning, and then it becomes successful, he said. I said this is a fun story; this shouldnt be a controversial story; your inclination to dramatize the story a little bit, youve got to keep away from that.. Anaya worked at a restaurant in Pueblo, Colorado, and is said to have created the dish when a group of military wives came into the restaurant and asked him to make them something to eat. Though the red dye itself won't harm these kids, some doctors worry that it's a sign children are over-eating the "hyperpalatable" Flamin' Hot Cheetos. When we consume this spice mix, our bodies feel a sense of warmth, which can help alleviate pain. Frito-Lays battle was quieter but just as brutal. Eva Longoria directed a movie about Flamin' Hot Cheetos. Flamin' Hot Cheetos have made appearances in more casual restaurants, too. Potato chips, pretzels, corn puffs for a long time, it seemed like every snack food that could be invented already had been. But does Prop. I want you to do this: Write down your history, because if you dont, somebody else will. Through his organization, he provides food, clothing, school supplies, and other assistance to the community. She reached out to an acquaintance who was still working at Frito-Lay, according to emails viewed by The Times, asking if they had ever heard of the Montaez story, and if they knew anyone she could alert in the legal department that someone was claiming to have invented Flamin Hot Cheetos. As for that film that's being made about his life? In Eva Longoria's new filmher feature . Ill bet Richards added a little flavor to it. Montaez invented the Flamin' Hot Cheeto after a broken machine on the Cheetos assembly line spit out a batch of plain Cheetos, without the cheese powder dust. Greenfeld was shocked to see someone taking credit for a product that she had worked on. 10. After that, you just pour the remainder into a glass and enjoy it. This is such a long time ago, I bet there was a spicy Cheeto in the Chicago, L.A., maybe Houston market, too, Carey said. The spicy, crunchy chips, on the other hand, are produced in Mexico, according to a number of El Pasoans. It turns out that casual observance might actually be a lot more accurate than one would think. 7. Other kids have reported gastrointestinal distress, and multiple kids have gone to the ER after eating the fiery red snack food and seeing what they thought was blood in their stool, only to discover that the red dye in the Cheetos was what caused the discoloration. You see the warnings everywhere. Viewers may recognize Garcia from roles like Ambulance, Snowfall, Narcos: Mexico, From Dusk Til Dawn: The Series and Sons of Anarchy. That means your brain doesn't stop you from eating it because it doesn't seem like substantial food. Flamin Hot Cheetos were invented in the Frito-Lay factory by a janitor. Thank you for your support. When asked about the pitch meeting central to Montaezs account, Carey said that Enrico was not in attendance. According to our records, McCormick, Frito-Lays longtime seasoning supplier, developed the Flamin Hot seasoning and sent initial samples to Frito-Lay on Dec. 15, 1989, the statement said. Richard Montaez is the author of an upcoming memoir Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive. Well, for some Cheeto-heads, that wish came true. Flamin Hot was Greenfelds first project at the company when she started in the summer of 1989, fresh out of the MBA program at the University of North Carolina at Chapel Hill. As a result, he decided to drop out of high school, and soon afterentered the work force. So what's the real story behind Flamin' Hot Cheetos? Imeh Akpanudosen/Getty Images for Los Angeles Times, SCOTUS Now Just Another Congressional Committee, Trump Ramps up Attacks on DeSantis: 'Dropping Like a Rock', Russian Strikes on Pavlohrad Aim to Hamper Ukraine's Counteroffensive, Greg Abbott Criticized for Response to Texas Shooting: 'A New Low', Democrat Sold First Republic Stock, Bought JP Morgan Before Collapse, Conservative Influencers Struggle With Countering Biden's Messaging. Some models even had cheetah print dyed hair, in honor of Chester the Cheetah (a style icon in his own right). Montaez eventually convinced Frito-Lay to give his recipe a try, and the company began selling Hot Cheetos with Cheese in 1976. Richard Montaez claims he invented Flamin' Hot . The true story might surprise you. Eva Longoria, pictured at a Hollywood Foreign Press Assn. I can promise you for sure there was no brand development, no brand launched called Flamin Hot Cheetos, Carey said, adding that if there was a prior spicy product on the market, it was reformulated to match Montaezs sample product. Now, it's crunch time. That doesnt mean we dont celebrate Richard, the statement continued, but the facts do not support the urban legend.. Montaez writes in his new memoir that he met Carey in the late 1980s, when the exec was taking a tour of the Cucamonga plant. Eating those foods can cause the body to release natural opiates endogenous opioids, or endorphins and the capsaicin in the chili used to season Flamin' Hot Cheetos can apparently maximize the opiate release when you eat them. Mac and cheese crusted "doughnuts". Apparently, the puffy, melt-in-your-mouth texture of Cheetos tricks the brain into thinking that the food is low-calorie, a phenomenon called "vanishing caloric density." His work has also garnered him several commendations, such asbeing named as one of the most influential Hispanics in corporate America by Hispanic Lifestyle magazine,Montaez has also beeninvited to the White House on several occasions, and has presented at a special United Nations event. Frito-Lay has been making nacho-cheese-flavored Doritos since the 1970s, and gas stations or movie theaters often have one of those cheese pumps to add gooey yellow goodness to chips. The original crunchy Cheetos, invented in 1948, are still being sold today, nearly 70 years later. They also give hot Cheetos with nacho cheese as an appetizer which is also a HUGE plus in my book. Editor's Note: Richard Montaez's claim that he invented Flamin' Hot Cheetos was disputed in a 2021 report by the LA Times, in which Frito-Lay said, "We value Richard's many contributions to. He was overjoyed when I helped him turn his idea into a reality. It goes like this: He was working as a janitor at Frito-Lays Rancho Cucamonga plant when he dreamed up a chile-covered Cheeto and believed in himself enough to call up the chief executive to pitch his spicy idea. The 14 members of his family shared a one-room cinder block house in a migrant labor camp. 1:50 p.m. May 16, 2021An earlier version of this article said Lynne Greenfeld and Miguel Lecuona attended business school at Northwestern. Did you know that some of the ingredients in Flamin Hot Cheetos have very powerful effects? spanish Channel:https://www.youtube.com/channel/UC2ikaGVmkV7zFwrra6RiAOw/videosEat thanksgiving dinner with me:https://www.youtube.com/watch?v=81Sz_7tN1rsHi . Over the next few months, Greenfeld went on market tours of small stores in Chicago, Detroit and Houston to get a better feel for what consumers craved. "None of our records show that Richard was involved in any capacity in the Flamin' Hot test market," Frito-Lay wrote in a statement to the Times. Made with real cheese . (Ricardo DeAratanha / Los Angeles Times ; Calvin B. Alagot / Los Angeles Times). Invented in the early 1950s, nacho cheese is a processed cheese sauce that is commonly used as a dip for tortilla chips. Macarons. In response, Frito-Lay launched a test market of spicy Lays, Cheetos, Fritos and Bakenets in Chicago, Detroit and Houston beginning in August 1990, the company wrote in a statement. LA Times columnist. They are nacho cheese flavored, $3.00 a bag with free shipping. One photograph, posted to Instagram in October 2019 but now deleted, shows four pieces of lined notebook paper, labeled mild, reg, hot and extra hot, with Cheetos piled on top of each. Both are naturally occurring, but maltodextrin must go through a chemical process before being used. Most of them had already left the company by the early 2000s. At one point, two DDB Needham advertising executives perform a New Jack City-era rap about the coolness of Chester himself. Wayne Calloway was running the parent company, PepsiCo. It is commonly used as a dip for tortilla chips, as well as a topping for nachos, a dish that Anaya is credited with creating. Montaez has spent much of his time since retirement working the speaker circuit, according to his social media accounts, delivering keynotes at in-person and virtual events for organizations such as Prudential Financial, the Philadelphia Eagles, recruitment tech company Indeed, call center technology company Genesys, and at Pestworld 2019, the annual conference of the National Pest Management Assn. Despite this, the snacks quickly became popular and are now available all over the world. Now, he's made it his mission to change the world. In another post, now deleted, he wrote that he worked on the Doritos Salsa Rio flavor in 1998 a product that first hit test markets in 1987, according to Advertising Age articles from that year. Cheetos, plain or hot, are a beloved snack in the U.S. Cheetos is the number one cheesy snack brand in America, and makes almost $1 billion a year. The dish was an instant hit with the military wives, and Anaya is credited with inventing what is now known as nacho cheese. This recipe has a thicker, more cheesy seasoning that adds a sour tang and more sizzle to our regular Flamin Hot Cheetos, but it has the same bold and powerful acidic burn. Several former Frito-Lay employees remember the inspiration for the snack coming from the areas mini-marts and corner stores in the 1980s. Cheetos. After a machine malfunctioned, a few Cheetos did not get dusted with cheese powder. The debunking of his claim to fame has caused pain and backlash, particularly among the Latino community. They may even say you never existed," he said. My go-to snack for cheesy nachos is Chesters Flamin Hot Cheetos. The snack became legendary, and these days, Montaez is the VP of multicultural sales for PepsiCo. During Richard Fritchs tenure as CEO of PepsiCo from 1991 to 1997, the company grew to become one of the worlds largest food conglomerates. Aspirations weren't very high in his small community of Guasti. The story isnt really about Hot Cheetos. Al Carey, former president and CEO of Frito-Lay North America. This guy should run for office if hes that good at fooling everyone.. His wife filled out the application since Montaez struggled to read and write. Eventually, you get sick of Cool Ranch. None recalls anything like the episode Montaez describes taking place. Loved the hospitality and the food wasn't half bad. I did go to Rancho Cucamonga, Siewczynski said, where he was surprised to learn that the Sabrositas project was being led by production and distribution workers, not the marketing department, as a community-driven campaign focused on the Latino market in Los Angeles. ", If you've ever found yourself coming out of a fugue state with an inch thick coating ofFlamin' Hot Cheetos powder on your fingers in all its spicy glory, and a rumble of heartburn bubbling in your chest, then you may have had the thought "man, this stuff is addicting!". Nooyi joined PepsiCo in 1994, and Greco worked in Frito-Lays Canadian division until the early 2000s. He is best known for his disputed claim of having invented Flamin' Hot Cheetos . The test markets soon proved that Lindsays insight was right, and Greenfelds execution worked. Invented in 1954 by Ignacio "Nacho" Anaya, nacho cheese is a type of processed cheese made from cheddar that is melted and mixed with spices. The assignment to create spicy competitor products landed in the inbox of Sharon Owens, a product manager in the Single Serve group at the time. Subscribers get early access to this story. And nobody at Frito-Lay stopped him. In public statements since conducting its internal investigation, Frito-Lay has struck a cautious tone. starches derived from corn and rice are first used to generate maltodextrin. Not only was the inventor of Flamin' Hot Cheetos a janitor, but he was a high school dropout. Siewczynskis recollection of the Sabrositas marketing campaign aligns with what Montaez describes in his memoir though Montaez attaches his story to Flamin Hot products, not the Sabrositas launch. In the early 1970s, a man named Richard Montaez was working as a janitor at the Frito-Lay plant in Rancho Cucamonga, California. Ill be surprised if it was this same ingredient, but it could have been, I guess.. The inventor of Flamin' Hot Cheetos, Richard Montaez, knew he had a great idea on his hands when he realized that, in the snack aisle of his local convenience store, there weren't any products marketed to the Latinx people who frequented the store. I was fighting mad to try and get hot stuff in the market, Lindsay said. While it is rare that eating Flamin' Hot Cheetos could, on its own, cause a tear in the stomach, some doctors confirmed that if someone already has digestive issues, eating spicy foods of any kind can exacerbate them. Now a bestselling author and motivational speaker, Montaez advocates for diversity in business. Both the book and the movie were sold after bidding wars Montaezs story is undeniably hot. The bag is green, not the orange bag as I remember. After dropping out of school in fourth grade, Montaez took on a series of jobs, including one at a slaughterhouse and another washing cars. In the late 1980s, a Mexican American janitor at a factory in California came up with an idea for a new chip flavor: neon orange-dusted Cheetos with spicy sprinkles. Flamin Hot Cheetos became a cultural phenomenon in the late 2000s. The investigation soon came to an effective dead end. TODAY Food reached out to Montaez's publisher to see if these new claims will affect the release of his latest book "Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive," and Adrian Zackheim, president and publisher of Portfolio Books, said that the publishing house is excited to release the book as scheduled. Regular cheetos have a uniform, curved, puffy texture, but crunchy Cheetos are another matter entirely. Frito-Lays Flamin Hot Cheetos are one of the companys most popular snacks, and their fiery flavor has made them a favorite of many. Richard Montanez embodies the entrepreneurial spirit; we salute his dedication to inspiring people to own their own stories no matter what their circumstances.. He created his . "I realized there's no such thing as 'just a janitor' when you believe you're going to be the best," Montaez said in the same interview. The pop-up restaurant featured a menu inspired by chef Roy Choi based on Flamin' Hot Cheetos. We did a strategic partnership with Tupperware, where they would take the product to their parties, he added, recalling a mortifying presentation that he made as a 22-year-old ad man to a room of hundreds of Tupperware ladies, who ribbed him onstage for being so young and handsome. The new product was designed to compete with spicy snacks sold in the inner-city mini-marts of the Midwest. An internal promotional video for the Cheetos brand from the first quarter of 1991 serves as further proof that Flamin Hots were already out in the world. At The Hustle, Zachary Crockett describes Montaez's childhood as a son of a Mexican immigrant in Southern California. Lindsay for years worked the sales beat in Chicago and the Great Lakes region, where he witnessed spicy products from regional competitors just blow off the shelf at corner stores and gas stations. But everywhere I looked, I saw it ready to explode.". The teenager dropped out of high school after failing to improve his English. Montaez told the whole story about how when he was a kid he would put lime and chile on his Fritos, and that was sort of the impetus for the product design, Siewczynski said. Schools have banned the snack altogether over concerns about its popularity with children. Montaez came to the meeting with custom-designed packaging for his idea. If Lil Xan had an ulcer or some other previously existing stomach issue, then yes, eating a ton of Flamin' Hot Cheetos or another super-spicy food could do some damage, but healthy people who are eating their favorite spicy snack food in moderation shouldn't have to worry about it. The warm, gooey cheesy perfectly complement the Hot Cheetos crunchy and spicy exterior. Cheetos were first called Chee-tos. Later on in the night they . He was a janitor at a Frito-Lays plant, but was also interested in how the business was run, especially after a company-wide message from the CEO encouraging each employee to act like an owner of the company, so that they would feel personally invested in its success. Open the bag of Cheetos and place the bag onto a flat surface. Corporate backstabbers tried to sabotage Montaez for stepping out of line, but he out-hustled them, driven by a hunger to succeed. 65 really protect you? Clear revenue numbers are hard to come by, but nearly every major Frito-Lay line, from Smartfood popcorn to Funyuns, now has a Flamin Hot variety on the market. Around that time, Montaez began working on a line of products pitched specifically at the Latino market in the Los Angeles area: Sabrositas. 11. I think that [the film is] going to inspire people to do the right thing. The product that we know today as Flamin Hot Cheetos was definitely not out in the market before his meeting with Montaez, Carey said. How did they come to be, and why are they so popular? A whole bag of Nacho Cheese might . Document everything, he said. What are the ingredients in Flamin Hot Cheetos? The man who claimed to have invented Flamin' Hot Cheetos is finding himself in hot water this week after a new investigative report from the Los Angeles Times claims that he had no part in creating the popular snack. The story of how Richard Montaez invented Flamin' Hot Cheetos is pretty cinematic. Eva Longoria is also set to direct a film based on his life with Searchlight Pictures this summer. Stir to combine well. One other Frito-Lay executive played a key role in Montaezs Flamin Hot story: Al Carey, a Frito-Lay lifer who worked at the company for nearly 40 years, rising through the executive suite to the top of the corporate pyramid. The section on Frito-Lay talks about the plant in Rancho Cucamonga, where manager Steve Smith had taken up Enricos initiative and gotten more front-line workers thinking about how to improve the business as a whole. She worked with Frito-Lays packaging and product design teams to come up with the right flavor mix and branding for the bags. Flamin Hots appear in the video for less than a second, in a rapid-fire slideshow set to MC Hammers U Cant Touch This, alongside two other minor brands of the day, Cheetos Curls and Cheetos Light. This is essentially the same seasoning Frito-Lay uses today., Carey said he was unsure how to account for that contradiction. Eva Longoria will direct Flamin' Hot, a movie about the creator of the Flamin' Hot Cheeto, Deadline reported on Monday. In 2018, Frito-Lay launched an internal investigation when Greenfield reached out to them about Montaez's claims. And also remember this, the best way to destroy a positive message is to destroy the messenger. Carey became president and CEO of Frito-Lay North America in 2006. "I don't care what room you're in, there's always somebody in the room that's going to try to steal your destiny. This was his company back then. He began working as a janitor at Frito-Lays Rancho Cucamonga plant. I'll follow up after I recieve them to let you guys know if its the real deal. The truth is, buddy, this snack idea was conceived by him as a result of his brilliant mind. Another hypothesis is that Flamin' Hot Cheetos are "hyperpalatable," thanks to their combination of sugar, salt, and fat. She went with a chubby devil holding, a Cheeto, Frito or chip on a pitchfork, depending on the bags contents, she recalls, a memory independently corroborated by newspaper archives. And time after time, he says that Enrico was the CEO whom he boldly called to pitch his idea and that Enrico flew out to Rancho Cucamonga weeks later to witness his pitch in person. Of all the people who are in PepsiCo or around PepsiCo, I have the most experience, he continued. But she does name Montaez, saying that Richards insights into the Hispanic consumer really helped us shape and think about how we should talk to that consumer, adding that his thinking insight was something we relied on very heavily.. Im certainly not going to allow it to happen to me.. In an interview with Variety, Montaez said he has never heard of Greenfield and said he stands by his claims that he invented the popular snack in his own kitchen and garage. However, the product may never have come into existence had it not been for former Frito-Lay janitor Richard Montaez. The new flavor rejuvenated the brand and has since made billions of dollars.

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