Buck_Thorn

Buck_Thorn t1_jad5doa wrote

No paywall here: https://archive.ph/Jk92M

Also: https://en.wikipedia.org/wiki/Richard_Monta%C3%B1ez

> According to his account, when a Cheetos machine broke down, Montañez took home a batch of unflavored snacks and seasoned them with spices reminiscent of Mexican street corn.[4][3] He pitched this idea to then-CEO Roger Enrico over the phone and was invited to deliver an in-person presentation, which he prepared for by researching marketing at the public library.[4][3] He presented the product as appealing to the growing Latino market, and provided samples in plastic bags that he had hand-decorated and sealed. It was soft-launched six months later to a test market in Los Angeles, and approved for national release in 1992.[5] Newsweek reported that the flavor, since expanded to a full product line, "rejuvenated the brand" and garnered billions in revenue.[4]

> In 2021, a Los Angeles Times article disputed Montañez's claim, reporting that based on an internal investigation at Frito-Lay, he was not involved in creating this product line. A spokesperson for Frito-Lay stated, "we value Richard's many contributions to our company, especially his insights into Hispanic consumers, but we do not credit the creation of Flamin' Hot Cheetos or any Flamin' Hot products to him." According to the article, however, Montañez did in fact rise from a floor-level position to a marketing executive at Frito-Lay, and he was involved in pitching new products.[1]


Another source: Frito-Lay disputes former janitor's claim he invented Flamin' Hot Cheetos

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