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Cheetos
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Cheetos
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Cheetos
Product typeCheese curl, popcorn, macaroni and cheese
OwnerPepsiCo (via Frito-Lay)
CountryUnited States
Introduced1948; 77 years ago (1948)
MarketsWorldwide
Previous ownersThe Frito Company
Websitecheetos.com

Cheetos (formerly styled as Chee-tos) is a crunchy 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 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.[1]

History

[edit]

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 W. Lay for marketing and distribution, and Cheetos were introduced nationally in the U.S. in 1948, along with a potato product called Fritatos.[2] The success of Cheetos prompted Doolin and Lay to merge their two companies in 1961, forming Frito-Lay Inc.[3] At the time, Cheetos was one of four large snack food brands produced by the company, which had annual revenues of $127 million.[4] Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo in 1965, prompting further distribution of Cheetos outside of North America.[5]

While Cheetos were not the first snack food of its kind (Elmer's Chee Wee's were created in 1933[6]), newer competing products in the snack food category have since emerged—including Utz Cheese Curls, Herr's Cheese Curls and 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.[3][7]

As of 2011, Cheetos are produced, marketed and distributed under three different PepsiCo operating divisions: PepsiCo Americas Foods (which includes Frito-Lay in the United States and Canada,[8] Sabritas in Mexico[9] and Latin Americas Foods in Brazil, Colombia, Argentina, Venezuela, and Peru[10]), PepsiCo Europe and PepsiCo APAC and AMESA.[11] PepsiCo also granted a license to the Strauss-Elite company to distribute the Cheetos snack. In 2010, worldwide annual sales of Cheetos totaled approximately $4 billion, making it the 11th-largest PepsiCo brand.[11]

In 2021, PepsiCo and Indofood announced that Indofood CBP has officially purchased all of the shares owned by 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.[12] 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.[13]

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

[edit]

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.[14] 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.[15]

Cheetos are among the snack varieties included in the Frito-Lay 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.[16]

Cheetos first entered Brazil in 1976,[17] followed by other countries such as Australia during the 1980s.[18] In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.[19] As the distribution of Cheetos expanded outside the U.S. to include more than 36 countries,[20] localized versions were produced to conform to regional tastes and cultural preferences.[21]

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.[22] These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.[22][23] Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.[24] In 2013, a Pepsi-flavored Cheeto was introduced in Japan, and a Mountain Dew-flavored variety was available in 2014.[25] In India, Cheetos Whoosh are sold, made of ingredients such as whole grain and vegetables.[26]

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.[27]

In the first week of 2020, Frito-Lay began distributing "Cheetos popcorn".[28]

In August 2020, Frito-Lay introduced Mac n' Cheetos, a Cheetos macaroni and cheese.[29][non-primary source needed]

Flamin' Hot Cheetos

[edit]
See also: Richard Montañez and Flamin' Hot
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.[30] They became available nationwide in early 1992, and The Washington Post would go on to call them "something of a cultural phenomenon",[31] with Newsweek noting that it "rejuvenated the brand" and would become a "central element in Cheetos marketing".[32]

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.[33] 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.[33] In 2018, Fox Searchlight started developing a biopic about the origin story of Flamin' Hot Cheetos as told by Montañez.[34] 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.[35][36]

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 ... we do not credit the creation of Flamin' Hot Cheetos or any Flamin' Hot products to him."[30] 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.[30]

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.[37]

Manufacturing

[edit]
Further information: Cheese puffs
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,[38] Puffs,[39] Flamin' Hot Crunchy,[40][41] Flamin' Hot Puffs,[42] Flamin' Hot Limon Crunchy,[43] XXTRA Flamin' Hot Crunchy,[44] Reduced Fat Flamin' Hot Puffs,[45] Reduced Fat Puffs,[46] and Cheddar Jalapeño Crunchy.[47]) 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 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.[48] 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.[49] As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States.[48]

Marketing

[edit]
Further information: 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 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 anthropomorphic sly, smooth-voiced cartoon cheetah named Chester Cheetah. Chester first appeared in television commercials in 1986, known for concluding Cheetos advertisements with slogans, 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.[50] 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.[51]

Beginning in 2008, Cheetos advertising and promotion broadened in regard to age appeal, with a revised focus on an adult demographic. In this personification, Chester speaks with a deep voice and encourages people to use their Cheetos in acts of revenge or to solve problems.[51] In February 2009, Cheetos was the subject of its first Super Bowl commercial. In the US$3 million, 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.[52][53] The scenario depicted in this commercial exemplifies the adult-oriented themes of subversion and revenge, which continue to be prevalent in Cheetos advertisements produced since 2008.[51]

In 2009, Frito-Lay invited popular blog Boing Boing to feature online ads for Cheetos. The blog contracted Johannes Grenzfurthner (of monochrom) to create an artistic campaign for the product.[54]

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.[55]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Cheetos

View on Grokipedia
from Grokipedia
Cheetos is a popular brand of cheese-flavored extruded corn snacks, consisting of puffed or crunchy pieces coated in a powdered seasoning made from cheese, primarily whey, and other flavorings. Owned by Frito-Lay, a subsidiary of PepsiCo, the brand generates significant revenue as part of the company's approximately $25 billion North American snack portfolio as of 2024. Introduced in 1948 by Charles Elmer Doolin, the founder of the Frito Company, Cheetos were developed in Dallas, Texas, using cornmeal and dehydrated cheese powder—a byproduct of wartime military research into shelf-stable foods. The snack's early success contributed to the 1961 merger of the Frito Company and H.W. Lay & Company, forming Frito-Lay and expanding distribution nationwide. Over the decades, Cheetos has evolved into a global phenomenon with numerous varieties, including the original Crunchy Cheetos, softer Puffs introduced in the 1960s, baked options for health-conscious consumers, bold flavors like Flamin' Hot, which debuted in 1992 and became a cultural staple among younger demographics, and in 2025, "NKD" variants without artificial colors, flavors, or dyes. The brand's marketing features the anthropomorphic Chester Cheetah, a cool, sunglasses-wearing cheetah introduced in 1986 as the mascot, replacing an earlier Cheetos Mouse character from the 1970s; Chester promotes the tagline "It ain't easy bein' cheesy" in advertisements emphasizing fun and mischief. Known for leaving telltale orange residue on fingers—affectionately called "cheetle"—Cheetos has influenced pop culture, inspiring merchandise, museum exhibits of unusual shapes, and even metaverse experiences, while maintaining a reputation for innovative flavor disruptions in the snack industry. By the 2020s, the brand celebrated over 75 years of popularity and adaptations like mac 'n' cheese cups extending its reach beyond traditional snacks.

History

Invention and Early Years

Cheetos were invented in 1948 by Charles Elmer Doolin, the founder of the Frito Company, in Dallas, Texas, as an extension of his existing corn snack business. Doolin, seeking to expand beyond Fritos, developed the product using early test batches cooked in the Frito Company's research kitchen, where he experimented with extruding cornmeal into puffed shapes and coating them with a cheese-flavored powder. The cheese-flavored powder was derived from dehydrated cheese developed during World War II military research into shelf-stable foods. Originally branded as "Chee-tos," the snack was described as a crunchy cornmeal treat seasoned with cheese powder, offering a novel combination of texture and flavor that distinguished it from existing puffed snacks. This innovation built on the extrusion process already used for Fritos, but the addition of the cheese coating marked a significant departure, appealing to consumers' growing interest in flavored varieties during the post-World War II era. Doolin lacked the resources for nationwide production and distribution, so he partnered with H.W. Lay & Company, which had previously handled Fritos distribution in the Southeast, to launch Chee-tos nationally in 1948. This collaboration enabled the first widespread availability of the snack across the United States, leveraging Lay's established routes and sales network. Upon release, Chee-tos achieved immediate popularity, contributing to the rapid growth of the Frito Company and playing a key role in the eventual 1961 merger with H.W. Lay & Company to form Frito-Lay, Inc. By the 1950s, the snack had established itself as a leading cheese-flavored puffed corn product in the U.S. market, reflecting strong consumer reception amid the booming snack food industry. While specific early sales figures for Chee-tos alone are not detailed, the Frito Company's overall revenues surpassed $27 million by 1947, with continued expansion underscoring the product's positive impact.

Expansion and Corporate Evolution

In 1961, the Frito Company merged with H.W. Lay & Company to form Frito-Lay, Inc., integrating Cheetos into a diversified portfolio of corn-based and potato chip snacks that strengthened the brand's market position. This merger combined the companies' distribution networks and production capabilities, enabling Cheetos to benefit from expanded regional reach in the United States. Four years later, in 1965, Frito-Lay merged with the Pepsi-Cola Company to create PepsiCo, Inc., a move that propelled Cheetos toward international markets through PepsiCo's established global beverage infrastructure and logistics. The acquisition enhanced production scale by leveraging PepsiCo's manufacturing facilities and supply chain, facilitating Cheetos' expansion to more than 36 countries worldwide. A key milestone in Cheetos' growth occurred by 2010, when it solidified its status as the top-selling cheese puff brand in the United States and generated approximately $4 billion in annual worldwide retail sales for PepsiCo. This success underscored the brand's evolution from a regional product to a global powerhouse within PepsiCo's snack division. More recently, Cheetos faced a setback in Indonesia when production halted in August 2021 following a licensing dispute between PepsiCo and its local partner, Indofood, resulting in the brand's temporary withdrawal from the market. In response, PepsiCo invested $200 million in a new factory in Cikarang, West Java, resuming production in January 2025 and reintroducing Cheetos with flavors such as Cheese and Roasted Corn to recapture market share.

Products

Core Varieties

The core varieties of Cheetos, produced by Frito-Lay, a subsidiary of PepsiCo, represent the brand's foundational offerings primarily targeted at the North American market. These products emphasize the signature cheese flavor derived from cheddar and whey, using cornmeal as the base ingredient, and are designed for broad appeal through varying textures and nutritional profiles. The flagship product, Crunchy Cheetos, was introduced in 1948 as the original cheese-flavored crunchy corn snack, featuring a dense, crunchy texture achieved through frying. This variety remains the most iconic, with its bold orange color and powdery cheese coating that leaves a distinctive residue on consumers' fingers, often called "Cheetle." It has been a staple in the U.S. snack aisle since its launch by Frito Company founder Charles Elmer Doolin in Dallas, Texas. In 1971, Cheetos Puffs were launched as a lighter alternative to the crunchy version, consisting of extruded cornmeal puffs that are airier and less dense, providing a melt-in-your-mouth experience without the hardness. This variety expanded the brand's appeal to those preferring softer snacks and quickly became a core offering in North American grocery stores. Baked Cheetos debuted in 2004, offering an oven-baked option that reduces fat content by approximately 50% compared to fried varieties while retaining the classic cheese flavor through a baking process. Marketed as a healthier choice, it appeals to consumers seeking lower-calorie snacks, with the same puffed shape but a crispier, less oily finish. Simply Cheetos, rebranded from the Natural Cheetos line in 2014, focuses on simpler ingredients, including real white cheddar cheese and no artificial colors or flavors, positioning it as a "better-for-you" extension of the core lineup. In late 2025, the line expanded with Simply NKD variants, featuring no artificial colors or flavors and a natural appearance. This variety maintains the puffed texture of the originals but uses non-GMO corn and natural seasonings to differentiate it in the health-conscious segment. In 2020, Frito-Lay introduced Mac 'n Cheetos as a frozen, ready-to-heat macaroni and cheese product infused with Cheetos cheese seasoning, expanding the brand beyond traditional snacks into the frozen food category. Available in flavors like Bold & Cheesy, it combines pasta with the familiar powdery coating for a novel at-home meal option, primarily distributed through major U.S. retailers like Walmart. These core varieties are widely available across North America and contribute to Cheetos' global presence in over 36 countries, though formulations may vary slightly outside the U.S. to align with local preferences.

Regional and Limited Editions

Cheetos has adapted its product line to suit diverse palates in international markets, introducing flavors that reflect local culinary preferences and ingredients. In China, where the brand entered in 1994 as the first American snack produced locally, offerings include Savory American Cream and Zesty Japanese Steak, non-cheese variants designed to appeal to regional tastes avoiding dairy-heavy profiles. In Japan, Cheetos frequently experiments with sweet and fusion flavors unavailable in core markets. Strawberry Cheetos, coated in a yogurt-like strawberry glaze rather than traditional cheese, cater to the country's affinity for fruity snacks. A 2013 limited-edition collaboration yielded Pepsi-flavored Cheetos, known as Shuwa Shuwa Cola Corn Snack, blending corn puffs with a fizzy, citrusy cola essence and subtle cinnamon undertones for a beverage-inspired treat. Other Asian variations include Garlic Shrimp in Japan and Fresh Shrimp in China, often using cassava base without cheese to align with seafood-forward cuisines. Latin American markets feature citrus-infused options like Cheetos con , a zesty lime variant that pairs spicy elements with tangy fruit notes popular in and broader regional snacking traditions. In , adaptations emphasize milder, herb-based profiles; for instance, Paprika Spinners in the offer whirlpool-shaped puffs seasoned with , , and onion for a cheese-free, savory twist. Within the , Cheetos releases limited-time editions to capitalize on seasons and pop culture tie-ins, distinct from core varieties like Crunchy or Puffs. Examples include Dill Pickle Crunchy, released in February 2025, combining heat with tangy pickle essence, and Fiery Skulls, a 2025 skull-shaped collaboration with Netflix's "" series for heightened spiciness.

Flamin' Hot Cheetos

Development and Popularity

The development of Flamin' Hot Cheetos originated in 1989, when a team of snack food experts at the company's headquarters in , began formulating a spicy version of the original Cheetos to align with the rising popularity of bold, heat-infused flavors in American snacking trends during the late and early . This initiative responded to shifting consumer preferences for intense tastes, particularly among growing demographics who favored chili-laced snacks, marking an early effort to diversify the Cheetos lineup beyond mild cheese profiles. Although personal invention claims have sparked , the product's creation is attributed to this collaborative corporate effort. Following initial trials in 1990, Cheetos launched nationally in 1992, positioned as a daring, fiery twist on the classic extruded cheese puff with a distinctive red-hot blend of chili, cheese, and tang. The marketing emphasized its intense heat and addictive crunch, appealing to younger consumers seeking extreme flavors amid the era's cultural shift toward edgier, adrenaline-fueled experiences like the . This strategy propelled rapid adoption, establishing it as one of Frito-Lay's most successful product extensions and a cornerstone of the Cheetos brand. Building on its momentum, the line expanded with sub-variants tailored to specific tastes, including Cheetos con Limón in the early , which incorporated zesty lime for a citrus-spicy profile that resonated strongly with market preferences for vibrant, chili-lime combinations reminiscent of traditional street foods. These adaptations helped solidify the product's appeal in diverse communities, where U.S. s have consistently over-indexed in consumption of spicy snacks. The sales impact of Flamin' Hot Cheetos has been profound, driving significant revenue growth for the overall Cheetos portfolio; by 2023, the broader product family—led by this flagship—accounted for nearly 400 million consumer shopping trips, a 31% increase from the previous year, underscoring its role as a high-volume driver in Frito-Lay's snack division. Its cultural resonance, often hailed as a "phenomenon" for transcending mere snacking to influence pop culture and social trends, further amplified its enduring popularity.

Invention Controversy

The invention of Flamin' Hot Cheetos has been the subject of significant controversy, primarily centered on claims by , a former janitor at 's plant. Montañez, who began working for the company in 1976, asserted that in the early 1990s—specifically around 1990 or 1991—he experimented with seasoning plain Cheetos using and other Mexican-inspired spices in his home kitchen after noticing unflavored puffs from a broken . He claimed to have refined the recipe through , presented a to Frito-Lay executives in a 1992 meeting encouraged by then-CEO Roger Enrico's "ingenuity" program, and contributed to the product's development, which launched that same year. Montañez's account gained widespread attention in 2018 through a interview, his motivational speaking engagements, and his memoir A Man & His Cheetos: An Extraordinary Story of Creating a Billion-Dollar Brand from the Ground Up, where he positioned himself as the product's originator. Frito-Lay, a subsidiary of PepsiCo, has firmly denied Montañez's direct involvement in the invention, crediting instead a team of product developers led by Lynne Greenfeld. According to the company, Greenfeld, a junior staffer in Frito-Lay's Plano, Texas, headquarters, created an early prototype of spicy Cheetos in 1989 as part of efforts to develop bolder flavors for the Hispanic market. A cross-functional team, including flavor experts and marketers, refined the product through 1990–1992, with test marketing beginning in 1990 and national rollout in 1992; archival records and interviews with over a dozen former employees confirm no record of Montañez's participation in these stages. The dispute escalated in 2018 when Greenfeld contacted Frito-Lay upon seeing Montañez's public claims, prompting an internal investigation that found no supporting evidence for his story, though the company acknowledged his later contributions to multicultural marketing initiatives. Media scrutiny intensified with a 2021 Los Angeles Times investigation by Gustavo Arellano, which questioned the timeline and details of Montañez's narrative based on company documents and employee testimonies, labeling it an "urban legend." Despite this, Montañez's story inspired the 2023 biographical film Flamin' Hot, directed by Eva Longoria and starring Jesse Garcia, which dramatized his account and premiered on Hulu and Disney+, emphasizing themes of perseverance and cultural representation. In July 2024, Montañez filed a lawsuit against PepsiCo, alleging defamation, fraud, racial discrimination, and unfair competition over the company's statements, seeking damages and credit for the invention. The lawsuit was dismissed by a federal judge in May 2025. This debate underscores tensions in corporate innovation narratives, particularly how underdog tales from diverse backgrounds can amplify visibility for minority voices in the predominantly white-led snack food industry, even as questions of factual accuracy persist.

Manufacturing

Production Process

The production of Cheetos begins with the preparation of base ingredients, primarily enriched —made from corn fortified with ferrous sulfate, niacin, thiamin mononitrate, , and folic acid—blended with water to form a dough-like batter. This mixture is then fed into an extruder machine, where high pressure and heat from a rotating screw cause the in the cornmeal to gelatinize and expand, forcing the batter through a shaped die to create the distinctive puffed or curled forms known as "colletes," the uncooked precursors to the final snack. Following extrusion, the colletes undergo cooking to achieve their texture: crunchy varieties are fried in (typically corn, canola, or sunflower) at temperatures exceeding 300°F (149°C) to reduce moisture content below 2%, resulting in a crispy exterior, while lighter puff varieties are baked instead to preserve a softer consistency. This cooking stage, combined with subsequent cooling on conveyor belts to , completes a batch in approximately 19 minutes, during which excess steam evaporates to enhance crunchiness. After cooking, the pieces enter a tumble for flavor application, where a mist of additional is sprayed onto the surface, followed by a powdered blend that adheres evenly. The standard cheese flavor consists of , , maltodextrin, salt, , , , and artificial colors like Yellow 6, derived from aged cheddar mixed with oils and seasonings. For spicy variants like Flamin' Hot Cheetos, the incorporates , , and other heat-inducing elements alongside the cheese base to deliver the signature fiery taste. Quality control measures ensure consistency throughout the process, with laboratory analysis of samples conducted every 30 minutes to verify , nutritional content, and moisture levels, while a four-person sensory panel conducts tests every four hours against reference standards to maintain flavor integrity. The finished Cheetos are then rapidly packaged in moisture-barrier bags under controlled conditions to preserve freshness and achieve a of up to several months, primarily due to the low moisture content that inhibits microbial growth.

Facilities and Scale

Frito-Lay , the primary producer of Cheetos in the United States, operates more than 30 facilities across the U.S. and to support high-volume production of its brands, including Cheetos. These plants handle the , , and processes essential for Cheetos' puffed corn snacks, with recent adjustments including the closure of the plant on November 4, 2025, and the planned closure of an associated warehouse on May 9, 2026, affecting approximately 500 employees as part of broader cost-optimization efforts. Other recent closures include the facility in June 2025. This infrastructure enables efficient distribution to meet domestic demand, contributing to the brand's significant market presence. Internationally, Cheetos production occurs in facilities across more than 20 countries, allowing for localized adaptations such as region-specific flavors while maintaining core manufacturing standards under PepsiCo's oversight. Notable examples include plants in China for Asian markets, Mexico as part of PepsiCo Americas Foods operations, and a recently restarted facility in Cikarang, Indonesia, where production resumed in January 2025 following a $200 million investment by PepsiCo Indonesia, initially focusing on cheese and cheesy onion variants. These global sites, often in joint ventures or wholly-owned operations, facilitate tailored production to comply with local regulations and consumer preferences. In terms of scale, Cheetos generated approximately $4 billion in annual global retail sales as of the early , underscoring its role as a leading within Frito-Lay's portfolio, which collectively exceeds $16 billion in . While exact production volumes are not publicly detailed, the brand's output supports widespread availability in over 120 countries, with facilities optimized for high-throughput lines capable of producing millions of pounds of snacks daily across the network. Sustainability initiatives in Cheetos manufacturing emphasize resource efficiency and environmental responsibility, aligned with PepsiCo's broader goals. For instance, has achieved a 25% improvement in operational water-use efficiency at 21 high water-risk manufacturing sites, saving 640 million liters annually and meeting the company's 2025 target two years early through technologies like advanced and monitoring systems. Additionally, efforts include advancing toward 100% recyclable, compostable, or reusable for all products, with refined 2025 goals focusing on reduced plastic usage and sourcing for corn inputs.

Marketing

Advertising Campaigns

Cheetos' advertising campaigns in the and emphasized fun, family-oriented themes through animated commercials and quirky promotions that highlighted the snack's playful appeal. Early spots often featured whimsical animations, such as a 1972 presidential-themed ad and a 1976 animated commercial evoking pop culture, positioning Cheetos as a lighthearted treat for all ages. Promotions like a 1968 Family Circle offer of free nylons with purchases further underscored the brand's approachable, everyday family vibe. The brand's slogans evolved to capture its crunchy, cheesy essence, with "The cheese that goes crunch!" used from the mid-1980s to the mid-1990s alongside "It ain't easy bein' cheesy" during 1986–1997. In 1997, the slogan shifted to "Dangerously cheesy," which was used until 2020 when it changed to "It's a Cheetos Thing," emphasizing the snack's irresistible allure. A significant pivot occurred in , when Cheetos redirected advertising toward adults with subversive, edgy themes to expand beyond its core child demographic. This "Orange Underground" campaign encouraged playful mischief using Cheetos, airing spots on adult-oriented channels like at night, while 100% of core-brand media targeted grown-up audiences with a "rejuvenile" comedic tone. Key campaigns included the 2009 Super Bowl commercials, such as "Pigeons" and "Spoiled Girl," which debuted in high-profile slots to amplify the brand's cheeky adult humor. In 2017, the "Spotted " pop-up restaurant in , featuring Cheetos-infused dishes like meatballs and tacos, sold out reservations within hours of announcement, running for just three days from August 15 to 17. In July 2025, Cheetos launched a campaign collaborating with Netflix's "," featuring the character Thing in social media ads promoting mischievous Cheetos consumption. Additionally, in October 2025, the "Anything for Cheetos" campaign debuted in , highlighting fans' extreme antics for the snack.

Mascots and Branding

The Cheetos Mouse served as the brand's inaugural mascot, debuting in 1971 as an animated character in television advertisements. This debonair, anthropomorphic , designed by illustrator Paul Coker Jr., was depicted in various adventurous roles, such as a motorcycle-riding "Cheesy Rider," a space explorer, or a regal figure named Julius Cheeser, often showcasing the snack's crunchy texture by crumbling mountains or disintegrating obstacles. The character spoke with an upper-crust accent and promoted the "Cheese that goes crunch," aligning with the product's emphasis on bold flavor and sound. The Cheetos Mouse appeared in ads through the late 1970s, retiring around 1979 as the brand sought a fresher identity. In 1986, introduced , the current mascot, as a cool, laid-back anthropomorphic feline designed to embody a "dangerously cheesy" attitude that captured the snack's irresistible appeal. Created by ad agency DDB Needham Worldwide, with character design by Brad Morgan and initial scripts by Stephen Kane, debuted in animated TV commercials as a sly, smooth-voiced who loses composure around Cheetos, often engaging in mischievous escapades like or spying. His persona evolved from traditional 2D to CGI in later years, reinforcing catchphrases such as "It ain't easy bein' cheesy" and tying into campaigns that highlight the brand's playful, indulgent spirit. quickly supplanted the , becoming the enduring face of Cheetos and extending to promotions for related products like Chester's Puffcorn. Cheetos' branding visuals have evolved alongside its mascots, with designs reflecting shifts in trends and focus. Early logos from 1948 featured "Chee-tos" in white lettering on a background, transitioning in the to a burgundy-on-white scheme that accommodated the era's whimsical ads. By , introduction coincided with bolder, orange-accented in yellow and black, emphasizing the snack's vibrant color and cheese dust. Subsequent redesigns, such as the arched yellow with an orange outline on black, integrated image more prominently on bags and boxes, tying into campaign visuals like graphics and dynamic poses to evoke fun and temptation. These elements have maintained consistency while adapting to modern aesthetics, such as streamlined fonts for global shelf appeal. Globally, serves as the core mascot across more than 36 countries where Cheetos is sold, with adaptations primarily in advertising rather than mascot redesigns. In international markets, the character appears in localized campaigns that incorporate regional cultural elements, such as collaborations with artists like for Hispanic communities in the U.S. and , or tailored visuals for flavors like masala in , ensuring the "dangerously cheesy" persona resonates while aligning with local tastes and regulations. This approach preserves brand unity, with packaging variations like Mexico's 2020 redesign featuring a prominent "Big Letter C" symbol alongside to meet health labeling laws without altering the mascot's identity.

Cultural Impact

Cheetos have made numerous appearances in film and television, often serving as props that evoke everyday American snacking culture or add comedic flair to scenes. In the 2009 post-apocalyptic film , characters portrayed by and consume Cheetos alongside other preserved foods during their survival journey, highlighting the snack's role as a rare comfort in a desolate world. Similarly, in the Marvel series She-Hulk: Attorney at Law (2022), Bruce Banner and Jennifer Walters share a bag of Cheetos in a car, underscoring casual bonding amid superhero antics. The series prominently features Flamin' Hot Cheetos in its fifth season, with an entire episode titled "Flaming Hot" that integrates the snack into prison dynamics and character interactions. In animated programming, Cheetos appear as a humorous staple in The Simpsons, where the snack is referenced in episodes like "Homer vs. Lisa and the 8th Commandment" (Season 2, Episode 13), with Mr. Burns requesting "the Cheetos" from Smithers during a meeting, reinforcing its status as a ubiquitous junk food. The 2023 biographical film Flamin' Hot, directed by Eva Longoria, dramatizes the origin of Flamin' Hot Cheetos, positioning the product as a central character in a story of innovation and cultural breakthrough. Tie-ins extend to franchise films, such as the release of Flamin' Hot Smoky Ghost Pepper Puffs aligned with the 2024 premiere of Ghostbusters: Frozen Empire, where the snack nods to the ghostly theme and Slimer's affinity for Cheetos. Flamin' Hot Cheetos have permeated hip-hop culture, symbolizing bold, spicy energy and resonating particularly within U.S. Latino communities as a flavorful emblem of streetwise indulgence. Rapper Megan Thee Stallion starred in a 2022 Super Bowl commercial for Flamin' Hot Cheetos, performing her track "Flamin' Hottie"—a remix of Salt-N-Pepa's "Push It"—to celebrate the snack's fiery appeal and tie it to hip-hop swagger. The 2012 viral hit "Hot Cheetos & Takis" by Y.N. RichKids captured the duo's addictive craving for the snacks, blending humor and rhythm to reflect youth culture's obsession with bold flavors in music videos and tracks. These references extend to lyrics and anecdotes, such as rapper Lil Xan's 2018 hospitalization from overconsumption of Hot Cheetos, which became a talking point in hip-hop discussions about excess and authenticity. The 2017 pop-up restaurant "The Spotted Cheetah" in New York City's SoHo district generated significant media attention, transforming Cheetos into a experience with dishes like Cheetos-dusted mac and cheese, drawing crowds and coverage from outlets highlighting its whimsical innovation. This event amplified Cheetos' visibility in entertainment news, inspiring shares and features that portrayed the brand as a playful disruptor in dining culture. As a nostalgic of American snack culture, Cheetos embody childhood memories and casual indulgence, frequently invoked in pop culture to signify unpretentious fun and the "cheetle" residue as a badge of enjoyment. Their enduring presence in media—from films and TV to music—solidifies Cheetos as a symbol of bold, accessible Americana, especially variants that have become touchstones for multicultural vibrancy.

Social and Health Discussions

Cheetos, like many processed snacks, feature a nutritional profile dominated by high levels of calories, fats, and sodium, contributing to their classification as energy-dense foods with limited value. A standard 1-ounce (28g) serving of regular Crunchy Cheetos provides 160 calories, 10 grams of total (including 1.5 grams saturated), and 250 milligrams of sodium, which exceeds 10% of the daily recommended sodium intake for adults. These attributes stem from the product's base, vegetable oils, and cheese seasoning, making it a frequent target in discussions of diet quality. To address health critiques, introduced baked variants as lower-fat alternatives, reducing fat content by approximately 50% compared to fried versions while maintaining the signature flavor. For instance, a 1-ounce serving of Baked Crunchy Cheetos contains 120 calories, 4 grams of total fat (0.5 grams saturated), and 210 milligrams of sodium, positioning it as a somewhat less calorie-dense option within the lineup. Despite these modifications, both regular and baked forms remain high in sodium and low in or vitamins, prompting ongoing nutritional debates. The distinctive orange "cheesy dust" residue left on fingers after consumption—often called "cheetle"—has fueled discussions on the snack's addictive potential, with critics arguing it exemplifies how processed foods are engineered for sensory appeal to encourage . Food scientists at , as detailed in investigative reporting, have optimized Cheetos' texture, flavor, and "" to achieve a "bliss point" that maximizes craveability, blending salt, , and cheese notes in ratios that mimic natural rewards in the brain. This formulation has raised concerns about habit-forming behaviors, particularly among vulnerable groups. Cheetos hold particular appeal for children due to their vibrant colors, crunch, and playful messiness, but this has sparked parental and institutional worries about excessive intake and its health implications. Variants like Flamin' Hot Cheetos, popular among youth for their spicy profile, have been linked to reports of stomach pain, vomiting, and even discolored stools from overconsumption, leading emergency room visits in some cases. Parents often express frustration over the snack's artificial dyes staining clothes and the difficulty in moderating children's access, viewing it as a gateway to poor dietary habits. Schools in districts such as Pasadena, California, and Albuquerque, New Mexico, have banned or restricted sales of Hot Cheetos, citing their high fat (26 grams per bag) and sodium content (25% of daily allowance), which displace nutritious meals and contribute to childhood obesity risks. On a broader social level, Cheetos have intersected with conversations around diversity and cultural representation through the 2023 biopic , which dramatizes the story of , a Mexican American janitor credited with inventing the spicy variant. Directed by in her feature debut as the first major studio film helmed by a Mexican American woman, the film highlights themes of immigrant ambition and Latino innovation, earning praise for advancing underrepresented narratives in Hollywood amid ongoing calls for equitable storytelling. Cheetos exemplify ultra-processed snacks critiqued for their role in modern diets, where frequent consumption correlates with adverse health outcomes like obesity, metabolic syndrome, and cognitive decline. Research from health authorities links ultra-processed foods—characterized by additives, refined ingredients, and industrial formulations—to increased risks of chronic diseases, as they promote overconsumption through hyper-palatability and displace whole foods. In response to such pressures, PepsiCo rebranded its "Natural" line to "Simply" in 2014, launching Simply Cheetos as options made with real cheese and no artificial flavors, colors, or preservatives, aiming to offer perceived healthier alternatives while retaining market appeal. In November 2024, PepsiCo introduced Simply Cheetos NKD, a version without artificial colors or flavors, featuring a natural pale yellow appearance to further address consumer demands for cleaner ingredients.

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