Frito-Lay Sets the Record Straight on the Origins of Flamin’ Hot Cheetos

Beverly Hills, California – In light of recent media coverage surrounding the creation of Flamin’ Hot Cheetos (The man who didn’t invent Flamin’ Hot Cheetos LA Times), Frito-Lay states to clarify the origins of this beloved snack. Contrary to popular belief, Richard Montañez, while a valued member of our team, did not invent Flamin’ Hot Cheetos.

Flamin’ Hot Origins

Recent investigations and interviews with former Frito-Lay employees have revealed that the creation of Flamin’ Hot Cheetos was a collaborative effort involving a team of professionals at our corporate offices in Plano, Texas, led by Lynne Greenfeld. Flamin’ Hot Cheetos were developed in response to the demand for spicy snacks in the Midwest market, with inspiration drawn from regional competitors and input from various departments within Frito-Lay.

The test market for Flamin’ Hot Cheetos began in 1990, and the product was rolled out nationally by early 1992. While Richard Montañez did contribute to the success of Frito-Lay through his work in marketing and product initiatives, including the Sabrositas line aimed at the Latino market, he was not involved in the development or invention of Flamin’ Hot Cheetos.

Appreciating Fan Passion

Frito-Lay acknowledges and celebrates Richard Montañez’s contributions to our company, particularly his insights into Hispanic consumers. However, we want to set the record straight regarding the creation of Flamin’ Hot Cheetos and ensure that credit is given where it is due. We appreciate the passion and enthusiasm of our fans for Flamin’ Hot Cheetos and look forward to continuing to provide them with delicious and innovative snacks for years to come.

About Frito-Lay

Frito-Lay is a division of PepsiCo, Inc., and is the leading snack manufacturer in the United States. With a wide range of iconic brands, including Cheetos, Doritos, Lay’s, and Tostitos, Frito-Lay is committed to delivering quality snacks that bring joy to consumers’ lives.

This is the inspiring true story of Richard Montañez who, as a Frito Lay janitor, disrupted the food industry by channeling his Mexican heritage to turn Flamin’ Hot Cheetos from a snack into an iconic global pop culture phenomenon.