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Cheetos

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Cheetos
Cheetos logo.svg
The current Cheetos logo, used since 2002.
Product typeCheese curl
OwnerFrito-Lay
CountryUnited States
Introduced1948
MarketsAustralia, Austria, Belgium, Brazil, Canada, Chile, China, Cyprus, Egypt, France, Greece, Hungary, India, Indonesia, Iran, Ireland, Israel, Italy, Japan, Lebanon, Lithuania, Macedonia, Mexico, Netherlands, New Zealand, North America, Pakistan, Poland, Portugal, Romania, Russia, South Africa, South America, South Korea, Turkey, Spain, Ukraine, United Kingdom, United States
Previous ownersPepsiCo
WebsiteOfficial website Edit this at Wikidata

Cheetos (formerly styled as Chee-tos until 1998) is a brand of cheese-flavored puffed cornmeal snacks made by Frito-Lay, a subsidiary of PepsiCo. Fritos creator Charles Elmer Doolin invented Cheetos in 1948, and began national distribution in the U.S. 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 became a subsidiary of 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 United States; 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

Cheetos were invented in 1948 by Fritos creator Charles Elmer Doolin, who cooked early test batches in the Frito Company's Dallas, Texas-based research and development kitchen. 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 was the first snack food of its kind, 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' canned 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][6]

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,[7] Sabritas in Mexico[8] and Latin Americas Foods in Brazil, Colombia, Argentina, Venezuela and Peru.[9]), PepsiCo Europe and PepsiCo Asia, Middle East & Africa.[10] 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.[10]

Products and distribution

A sample of Crunchy Cheetos

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.[11] 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.[12]

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.[13]

Cheetos first entered Brazil in 1976,[14] followed by other countries such as Australia during the 1980s.[15] In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.[16] As the distribution of Cheetos expanded outside the U.S. to include more than 36 different countries,[17] localized versions were produced to conform to regional tastes and cultural preferences.[18]

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.[19] These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.[19][20] Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.[21] In 2013, a Pepsi-flavored Cheeto was introduced in Japan, and a Mountain Dew-flavored variety was available in 2014.[22] In India, Cheetos Whoosh are sold, made of ingredients such as whole grain and vegetables.[23] In Pakistan Cheetos are available in six different flavors: Bites: Vegetable, Stars: Cream N' Herb, Ocean Safari: Cheese, X & O: Spicy Twist, Red Flavoured Mast and Ketchup.[24] The sole Cheetos product produced in Australia is Cheetos Cheese & Bacon Balls.[25] Cheetos come in many different colors, the most popular being orange and red.

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.[26]

Manufacturing

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,[27] Puffs,[28] Flamin' Hot Crunchy,[29][30] Flamin' Hot Puffs,[31] Flamin' Hot Limon Crunchy,[32] XXTRA Flamin' Hot Crunchy,[33] Reduced Fat Flamin' Hot Puffs,[34] Reduced Fat Puffs,[35] and Cheddar Jalapeño Crunchy.[36]) 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.[37] 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.[38] As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States.[37]

Marketing

The first Cheetos mascot was the animated Cheetos Mouse, which debuted in early 1971. The Cheetos Mouse spoke with an upper-crust 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 mouse was seen in television commercials and print ads for Cheetos, 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.[39] 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.[40]

Beginning in 2008, Cheetos advertising and promotion broadened in regards to age appeal, with a revised focus on an adult demographic. In this personification, Chester speaks with a mid-Atlantic accent and encourages people to use their Cheetos in acts of revenge or to solve problems.[40] 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.[41][42] 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.[40]

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.[43]

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.[44]

In popular culture

Cheetos have been the subject of public and media attention on multiple occasions due to the unpredictable shapes that form during the manufacturing process. Cheetos have been found in shapes which resembled the appearance of popular or historical figures. A single Cheeto described as being in the shape of Michael Jackson doing the Moonwalk Dance sold for $35.18 on eBay in the summer of 2009 at the time of Jackson's death, attracting national media coverage in the U.S.[45] A couple who found a Cheetos snack in a shape they described as resembling Jesus Christ nicknamed it "Cheesus" and garnered media attention as a result of their consideration of selling on eBay.[46][47] In 2016-2017, "Cheeto Jesus" and variations thereon became a common nickname for Donald Trump.[48][49][50]

Flavors

  • Crunchy
  • Puffs
  • Flamin' Hot Crunchy
  • Flamin' Hot Puffs
  • Flamin' Hot Limon Crunchy
  • XXTRA Flamin' Hot Crunchy
  • Reduced Fat Flamin' Hot Puffs
  • Reduced Fat Puffs
  • Cheddar Jalapeño Crunchy

Note that these are the main flavors available year-round worldwide, there are many other seasonal flavors, as well as differently shaped Cheetos.[51]

See also

References

  1. ^ "Strawberry Flavored Cheetos Seduce Sweet-Loving Snackers". inventorspot.com. Retrieved 2 December 2014.
  2. ^ "Corn, Potato Chip Packaging Big Business in San Antonio", Dallas Morning News, 22 May 1949, Section XVIII, page 8
  3. ^ a b Fernandez, Manny (3 August 2010). "Cheese Whatevers, City Has Them by the Handful". The New York Times. Retrieved 1 July 2011.
  4. ^ "Frito-Lay, Inc. Company Profile for Students". HighBeam Research. 1 January 1999. Archived from the original on 5 November 2012. Retrieved 20 December 2010.
  5. ^ "Frito-Lay History". Frito-Lay North America, Inc. Retrieved 20 December 2010.
  6. ^ Saporito, Bill; Sarah Smith (21 December 1987). "How Borden Milks Packaged Goods". Fortune Magazine. Retrieved 1 July 2011.
  7. ^ "PepsiCo, Inc. (PEP) Company Description". Businessweek. Archived from the original on 2 January 2013. Retrieved 20 December 2010.
  8. ^ Savage, Mark (14 February 1995). "Circle of Fun". The Milwaukee Sentinel. Retrieved 1 July 2011.
  9. ^ "PepsiCo Investors Corporate Profile". PepsiCo, Inc. Archived from the original on 12 July 2011. Retrieved 1 July 2011.
  10. ^ a b "2010 PepsiCo Annual Report" (PDF). PepsiCo, Inc. 25 December 2010. Archived from the original (PDF) on 6 September 2011. Retrieved 1 July 2011.
  11. ^ "Full List of Cheetos Products". Frito-Lay. Archived from the original on 10 September 2011. Retrieved 12 September 2011.
  12. ^ "Don't Miss: Flamin' Hot Cheetos". NPR.com. 9 May 2006. Retrieved 2 December 2010.
  13. ^ "PepsiCo Rebrands 'Natural' Products with 'Simply'". Fox News. 24 January 2014. Retrieved 27 February 2019.
  14. ^ "Elma Chips Brands". PepsiCo Brazil. Retrieved 12 September 2011.
  15. ^ "Cheetos Australia". PepsiCo Australia & New Zealand. Archived from the original on 17 September 2009. Retrieved 12 September 2011.
  16. ^ "Chinese Cheetos". nytimes.com. 27 November 2006. Retrieved 3 December 2010.
  17. ^ "Cheetos Mystery Colorz Snacks Taste Cheesy Like Cheetos" (Press Release). Frito-Lay North America. 7 January 2002. Retrieved 13 September 2011.
  18. ^ Jay P. Pederson, ed. (2000). International directory of company histories. Chicago: St. James Press. ISBN 978-1-55862-391-0.
  19. ^ a b Zikmund, William G.; Barry B. Babin (2009). Essentials of Marketing Research. Cengage Learning. p. 15. ISBN 0324593759. Retrieved 16 November 2011.
  20. ^ "Cheetos pull flavor switch for Chinese". Lawrence Journal World. NY Times News Service. 2 September 1994. p. 2A. Retrieved 8 December 2010.
  21. ^ "Move To Japan So You Can Eat Strawberry Cheetos". consumerist.com. 28 January 2009. Retrieved 2 December 2010.
  22. ^ Horovitz, Bruce (15 August 2013). "Pepsi-flavored Cheetos sell in Japan, but aren't ready for U.S. (yet)". USA Today. Retrieved 16 August 2013.
  23. ^ [1] Archived 17 December 2010 at the Wayback Machine
  24. ^ "Cheetos Pakistan – Let The Fun Begin TVC 2015". brandsynario.com.
  25. ^ "Cheetos Australia Product List". PepsiCo Australia & New Zealand. Retrieved 12 September 2011.
  26. ^ Horovitz, Bruce (21 January 2015). "Cheetos to roll out Sweetos snacks". USA Today. Retrieved 4 May 2015.
  27. ^ "CHEETOS® Crunchy Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  28. ^ "CHEETOS® Puffs Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  29. ^ "CHEETOS® Crunchy FLAMIN' HOT® Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  30. ^ "What's Inside Flamin' Hot Cheetos? Probably Something Spicy". Retrieved 2 May 2018.
  31. ^ "CHEETOS® Puffs FLAMIN' HOT® Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  32. ^ "CHEETOS® Crunchy FLAMIN' HOT® Limón Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  33. ^ "CHEETOS® Crunchy XXTRA FLAMIN' HOT® Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  34. ^ "CHEETOS® Puffs FLAMIN' HOT® Reduced Fat Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  35. ^ "CHEETOS® Puffs Reduced Fat Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
  36. ^ "CHEETOS® Crunchy Cheddar Jalapeño Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.
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  39. ^ "Apply for a Trademark. Search a Trademark". trademarkia.com.
  40. ^ a b c Stevenson, Seth (17 March 2008). "Chester's Got a Brand-New Bag". Slate. Retrieved 12 September 2011.
  41. ^ Wong, Emily (29 January 2009). "Cheetos Joins Super Bowl Ad Parade". AdWeek. Retrieved 12 September 2011.
  42. ^ "Frito-Lay Puts Cheetos Brand in Bloggers' Hands". adage.com. 11 February 2009. Retrieved 2 December 2010.
  43. ^ Learmonth, Michael. "Frito-Lay Puts Cheetos Brand in Bloggers' Hands". Ad Age. Retrieved 9 December 2018.
  44. ^ Passy, Charles (15 August 2017). "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". The Wall Street Journal. New York City, New York, United States. Retrieved 17 August 2017.
  45. ^ "Stupid Investment of the Week". MarketWatch.com. 3 July 2009. Archived from the original on 7 December 2009. Retrieved 2 December 2010.
  46. ^ "Couple finds Jesus in a bag of Cheetos". syracuse.com. 19 May 2009. Retrieved 2 December 2010.
  47. ^ "Jesus Cheeto: A Texas Couple Finds Jesus in a Cheese Snack" (Television Broadcast Transcript). WCTV News (CBS Affiliate). Tallahassee, FL. 18 May 2009. Retrieved 12 September 2011.
  48. ^ Judkis, Maura; Judkis, Maura (17 June 2016). "Donald Trump as 'Cheeto Jesus,' and the political legacy of a dusty orange snack" – via washingtonpost.com.
  49. ^ "GOP Operative Lashes Out At Party, Calls Trump 'Cheeto Jesus' In Epic Tweetstorm". 16 June 2016 – via Huff Post.
  50. ^ "GOP consultant calls Trump 'Cheeto Jesus' in epic tweetstorm".
  51. ^ "CHEETOS® Crunchy Cheese Flavored Snacks". www.fritolay.com. Retrieved 2 May 2018.