How Flamin’ Hot Cheetos Became America’s Favorite Snack

Summary

Flamin' Hot Cheetos, born from a janitor's innovation at Frito-Lay, has transcended into a cultural phenomenon, reflecting America's evolving demographics and taste for bold flavors. With a cult following and a diverse product line, Flamin' Hot's success is attributed to strategic marketing, celebrity endorsements, and the influence of Hispanic and Asian immigrants. Despite health concerns over its nutritional content, Frito-Lay continues to innovate, offering 'healthier' alternatives while maintaining its spicy snack dominance.

Takeaways

• 🌶️ Flamin' Hot Cheetos have become a cultural phenomenon, extending their influence beyond just being a snack to becoming a lifestyle symbol.
• 📈 The brand's success is deeply tied to America's changing demographics, particularly the growing Hispanic and Asian populations who favor spicy flavors.
• 🔥 The origin story of Flamin' Hot Cheetos is unique, starting with an idea from a Frito-Lay janitor, Richard Montañez, who wanted to cater to spice-loving consumers.
• 🚀 Since its launch in 1992, the Flamin' Hot product line has expanded to include 15 different snacks, reflecting the brand's innovative spirit.
• 📊 Sales of Flamin' Hot flavored snacks saw a significant 150% increase from 2018 to 2019, demonstrating the brand's market impact.
• 🎉 The brand's marketing strategy includes collaborations with influencers and celebrities, which has helped to boost its popularity and cultural relevance.
• 🌐 Flamin' Hot's popularity has led to its integration into various forms of media and events, including music videos, fashion, and even Mukbang videos on YouTube.
• 🏪 The brand has capitalized on its success with pop-up events and limited-edition products, creating a sense of exclusivity and excitement among fans.
• 🍿 Health concerns have been raised about Flamin' Hot Cheetos due to their high levels of sugar, fat, and salt, leading to some schools banning them.
• 🌿 Frito-Lay has responded to the demand for healthier options by introducing products like Flamin' Hot Smartfood popcorn, aiming to balance flavor with nutrition.

Q & A

What is the origin story of Flamin' Hot Cheetos?

Flamin' Hot Cheetos was created by Richard Montañez, a janitor at Frito-Lay, who was inspired by the flavors of elote, a traditional Mexican street corn dish, and pitched the idea to the CEO.

How did Flamin' Hot Cheetos gain popularity beyond just being a snack?

Flamin' Hot Cheetos gained popularity as a lifestyle choice, with a cult-like following that extends into various aspects of pop culture, including fashion, music videos, and makeup tutorials.

What role did Richard Montañez's background play in the creation of Flamin' Hot Cheetos?

Richard Montañez's background growing up in a Latino community influenced the creation of Flamin' Hot Cheetos, as he aimed to cater to the tastes of Latinos and spice lovers.

How has the demographic shift in America contributed to the success of Flamin' Hot Cheetos?

The success of Flamin' Hot Cheetos is tied to America's changing demographics, particularly the influx of Hispanic and Asian immigrants who brought with them a preference for spicy flavors.

What is the significance of Flamin' Hot Cheetos in the snack industry?

Flamin' Hot Cheetos is one of the top-selling snack flavors at Frito-Lay and has become a symbol of the snack industry's shift towards spicier and bolder flavors.

How has Frito-Lay expanded the Flamin' Hot brand since its launch?

Frito-Lay has expanded the Flamin' Hot brand by introducing 15 different Flamin' Hot snacks, including popcorn, Doritos, and even a fashion line with Forever21.

What marketing strategies has Frito-Lay used to promote Flamin' Hot Cheetos?

Frito-Lay has used influencer marketing, celebrity endorsements, and strategic collaborations to promote Flamin' Hot Cheetos, connecting with culture and creating shareable content.

How has the popularity of Flamin' Hot Cheetos influenced other food trends?

The popularity of Flamin' Hot Cheetos has influenced food trends by encouraging the use of spicy flavors in restaurants and snacks, reflecting the growing demand for bold and intense flavors.

What are some health concerns associated with the consumption of Flamin' Hot Cheetos?

Health concerns related to Flamin' Hot Cheetos include the potential for causing ulcers in those with underlying conditions, and the long-term effects of high sugar, fat, and salt content, particularly in children.

How does Frito-Lay address the demand for healthier snack options while maintaining the appeal of Flamin' Hot Cheetos?

Frito-Lay addresses the demand for healthier snacks by introducing products like Flamin' Hot Smartfood popcorn, which offers a slightly reduced fat or sodium option while still providing the spicy flavor consumers crave.

What is the future outlook for Flamin' Hot Cheetos in terms of market competition and consumer preferences?

The future outlook for Flamin' Hot Cheetos involves continued market dominance through influencer and celebrity partnerships, as well as adapting to consumer preferences for fusion flavors and healthier options.

Outlines

00:00

🌶️ The Rise of Flamin' Hot Cheetos

Flamin' Hot Cheetos have become a global phenomenon, transcending its status as a snack to embody a lifestyle. Introduced in 1992 by Frito-Lay, the brand has expanded to include 15 different Flamin' Hot flavored snacks. The popularity of Flamin' Hot is attributed to America's changing demographics and a growing preference for bold flavors, particularly among Hispanic and Asian communities. The origin story of Flamin' Hot Cheetos is linked to Richard Montañez, a Frito-Lay janitor who pitched the idea to the CEO, leading to a successful product launch. The brand's marketing strategy, including celebrity endorsements and influencer partnerships, has been crucial to its success. Flamin' Hot's sales skyrocketed by 150% from 2018 to 2019, reflecting its cultural impact and market dominance.

05:01

🌟 Flamin' Hot's Cultural Impact and Health Concerns

The success of Flamin' Hot Cheetos is deeply rooted in the immigration trends that have shaped American food culture, with a significant influence from Hispanic and Asian immigrants bringing spicy flavors to the mainstream. The growth of these communities has led to an increased demand for spicy foods, which is reflected in the rising sales of Flamin' Hot products. However, the popularity of these snacks has also raised health concerns, with schools banning Flamin' Hot Cheetos due to their nutritional content and potential addictive properties. The snack's appeal is further explained by psychological and physiological factors such as vanishing caloric density, bliss point, sensory specific satiation, capsaicin endorphin rush, and sonic appeal, which contribute to compulsive consumption. Despite these concerns, Frito-Lay has introduced healthier alternatives like Flamin' Hot Smartfood popcorn to cater to consumers seeking better snack options.

10:04

🔥 The Future of Flamin' Hot in the Snack Industry

Flamin' Hot Cheetos continue to dominate the spicy snack market, with Frito-Lay staying ahead of competitors by focusing on consumer preferences and demographic trends. The company's strategy includes leveraging influencers and celebrities who are already fans of the brand to attract new consumers. Despite推出了所谓的更健康的替代品，如Flamin' Hot Smartfood popcorn，这些产品在营养成分上与原版Cheetos相差无几，引发了对健康营销和实际营养价值之间界限的讨论。Frito-Lay承认Flamin' Hot的辣味来自天然香料，并且一份的辣度相当于一个墨西哥辣椒，同时建议消费者适量食用。展望未来，Flamin' Hot的成功归功于公司愿意从员工中寻找新想法，敢于尝试大胆创新，以及对美国不断变化的人口结构的投资。Flamin' Hot Cheetos不仅是一个美国的成功故事，它也代表了美国享受食物的方式，并且随着消费者对融合风味的持续趋势，Flamin' Hot预计将继续其在零食界的成功故事。

Keywords

💡Flamin' Hot Cheetos

Flamin' Hot Cheetos are a spicy version of the original Cheetos snack, characterized by their intense flavor and bright red color. They are central to the video's theme, illustrating the rise of spicy snacks in American culture and their impact on the food industry. The video discusses the product's origin, its expansion into various snack forms, and its cultural significance as a reflection of demographic changes in the U.S.

💡Cult-like following

A 'cult-like following' refers to a group of people who are extremely devoted to a particular product, idea, or trend. In the context of the video, Flamin' Hot Cheetos have transcended being just a snack and have amassed a passionate fan base that treats the product almost as a lifestyle choice. This is evident in the video's discussion of the product's influence on fashion, music, and social media.

💡Richard Montañez

Richard Montañez is a former janitor at Frito-Lay who is credited with the idea of Flamin' Hot Cheetos. His story is integral to the video's narrative, showcasing how an individual's innovation and understanding of cultural tastes can lead to the creation of a widely successful product. Montañez's background and his observation of the lack of spicy snacks catering to Latino consumers led to the development of Flamin' Hot Cheetos.

💡Demographic shift

A demographic shift refers to changes in the population's structure, such as age, ethnicity, or cultural background. The video highlights how America's changing demographics, particularly the growth of Hispanic and Asian populations, have influenced the demand for more intense and spicy flavors in food products. This shift is directly linked to the popularity of Flamin' Hot Cheetos, as these communities often have a preference for spicier foods.

💡Influencer marketing

Influencer marketing is a strategy that involves partnering with influential people to promote products or brands to their audience. The video discusses how Frito-Lay has leveraged influencers and celebrities to market Flamin' Hot Cheetos, making the product more appealing and shareable among consumers. This strategy is exemplified by the collaborations with musicians like Chance the Rapper and Post Malone.

💡Mukbang

Mukbang is a video genre originating from South Korea, where viewers watch people consume large quantities of food, often in unusual ways. The video mentions Mukbang as a platform where Flamin' Hot Cheetos have found significant success, with videos featuring the snack garnering millions of views on YouTube. This illustrates the snack's popularity and the creative ways it is consumed and shared online.

💡Health concerns

Health concerns in the video refer to the potential negative effects of consuming Flamin' Hot Cheetos, such as nutritional value and addictive properties. The video notes that schools have banned the snack due to these concerns, and there have been publicized incidents of health issues related to their consumption. This highlights the ongoing debate about the balance between the enjoyment of spicy snacks and their potential impact on health.

💡Vanishing caloric density

Vanishing caloric density is a psychological phenomenon where foods that seem to 'vanish' in the mouth are perceived as having fewer calories. The video explains this concept as one of the factors contributing to the compulsive consumption of Flamin' Hot Cheetos, as the light and crispy texture tricks the brain into thinking it hasn't consumed much.

💡Bliss point

The 'bliss point' refers to the optimal level of pleasure derived from the combination of sugar, fat, and salt in food. The video discusses how Flamin' Hot Cheetos are engineered to hit this bliss point, making them highly palatable and addictive. This concept is crucial to understanding the snack's appeal and the science behind its design.

💡Sensory specific satiation

Sensory specific satiation is the idea that complex flavors can keep the brain excited and wanting more, which can lead to overconsumption. The video uses this concept to explain why Flamin' Hot Cheetos are so hard to stop eating once started, as the layered flavors keep the sensory experience engaging and satisfying.

💡Capsaicin endorphin rush

Capsaicin is the chemical in spicy foods that triggers a sensation of heat or pain, leading the brain to release endorphins, which are associated with pleasure. The video mentions this as one of the phenomena behind the addictive quality of Flamin' Hot Cheetos, where the spiciness contributes to a rewarding cycle of consumption.

Highlights

Flamin' Hot Cheetos have become a worldwide phenomenon, appearing in various cultural contexts.

The product line has expanded to include 15 different Flamin' Hot snacks since its launch in 1992.

Flamin' Hot Cheetos are considered more than a snack; they represent a lifestyle for some.

The success of Flamin' Hot is linked to America's changing demographics and a desire for more intense flavors.

Richard Montañez, a former Frito-Lay janitor, is credited with the creation of Flamin' Hot Cheetos.

Montañez's idea was inspired by the flavors of elote, a traditional Mexican street food.

Flamin' Hot Cheetos were officially launched in 1992 and have become one of Frito-Lay's top-selling flavors.

Sales of Flamin' Hot flavored snacks saw a 150% increase from 2018 to 2019.

Influencer and celebrity endorsements have played a significant role in marketing Flamin' Hot products.

Flamin' Hot has been successful in the Mukbang video genre, with some videos garnering millions of views.

Frito-Lay has opened Flamin' Hot inspired pop-ups, which quickly sold out and attracted celebrities.

The popularity of Flamin' Hot is partly due to the influence of immigration and the increasing Hispanic and Asian populations in the U.S.

The growth of spicy flavors in American food culture reflects the influence of these demographic changes.

Flamin' Hot snacks are designed with psychological triggers to encourage compulsive consumption.

Frito-Lay has introduced healthier alternatives to Flamin' Hot snacks, acknowledging consumer demand for healthier options.

Frito-Lay continues to innovate and adapt to maintain its dominance in the spicy snack market.

Flamin' Hot's success is a true American story, reflecting the country's evolving tastes and cultural diversity.

Transcripts

It seems like you can't go anywhere without seeing Flamin' Hot

Cheetos. From food pop-ups to fashion

retailers to music videos to makeup tutorials.

This whole thing is bizarre to me.

Here's how Flamin' Hot went from a janitor's vision to a worldwide

phenomenon. This is Suddenly Obsessed.

The rise and popularity of Flamin' Hot is unlike anything else we've

ever seen in our portfolio.

It has a cult-like following that really goes beyond just being a

product and a snack.

It's actually considered a lifestyle.

Since launching Flamin' Hot Cheetos in 1992, Frito-Lay is continuing

to expand their Flamin' Hot product line.

There are 15 Flamin' Hot snacks from popcorn to Doritos.

It's easy to mistake Flamin' Hot's popularity for just another social

media trend, but experts say its success is actually a reflection of

America's shifting demographics and their desire for more intense

flavors. Flamin' Hot's rise started with this man, Richard Montañez.

Look, I have a PhD.

I've been poor, hungry, and determined.

Montañez was a janitor at Frito-Lay when he saw a message from the CEO

calling on all employees to act like owners.

I started, you know, researching my company, and I saw no products

that were catering to Latinos or to the person who loves spices.

Montañez grew up in a migrant farming community east of Los Angeles,

and even though Montañez says he didn't have a college degree or

formal business training, he prided himself on having an eye for

innovation. In a lot of Latino neighborhoods like mine that I grew up

in we have something that is called the elote man.

It's a vendor called the corn man, and he puts mayonnaise, butter,

cheese —however you want it —lime, chili.

I remember, I whistled and I said, "Let me have two." I'm eating, and

I'm thinking, "What could I do?

What could I create?" And then I looked at that, and it looked just

like Cheeto. I thought, "What if I put chili on a Cheeto?"

Montañez called Roger Enrico, Frito-Lay's CEO at the time, to

personally pitch his idea over the phone.

With the help of his wife, Montañez put together a formal

presentation, selling Frito-Lay executives on the promise of an

untapped market.

Richard's insights into the Hispanic consumer really helped us shape

and think about how we should talk to that consumer.

That was something that we relied on very heavily.

In 1992, the Flamin' Hot flavor was officially launched.

Today it's one of the top-selling snack flavors at Frito-Lay, a

company that has over 1,100 snacks in its arsenal.

The brand added Flamin' Hot peanuts in 1997, then Flamin' Hot Cheetos

puffs in 1999, and Flamin' Hot Limón crunchy Cheetos in 2002.

Since then, it's released 11 more snacks and even created a Flamin'

Hot fashion line with Forever21.

Flamin' Hot is actually the number one snack in spicy foods.

Flamin' Hot flavored snacks saw a 150% increase in sales from 2018 to

2019. One reason for the spike is the brand's strategic approach to

marketing its spicy snacks.

Remember, I'm Flamin' Hot and you're Flamin' not.

One of the most effective ways to market a snack right now is with an

influencer or a celebrity.

And you are definitely seeing Frito-Lay play into that.

They have musicians who have promoted the product.

Chance the Rapper is a big name.

He was in the Super Bowl last year with the Backstreet Boys, and they

were promoting a Flamin' Hot product.

You have Post Malone, who rebranded himself Post Limón to promote

Flamin' Hot Doritos. So you're seeing the brand try things and do

things in a way that connects with culture.

Can't touch this. And that makes it more shareable, and that makes

people hunger for the content and then potentially hunger for the

product. But more importantly, Flamin' Hot fans are showing

enthusiasm for unconventional Flamin' Hot experiences.

Mukbang, a video genre that originated in South Korea, attracts

millions of viewers who enjoy watching excessive amounts of food

being consumed in unusual ways.

Flamin' Hot has been a massive success in the Mukbang category on

YouTube, with the top post garnering over 20 million views.

In 2018, Frito-Lay, opened Flamin' Hot inspired pop-ups in New York

and Los Angeles, which quickly sold out while attracting a ton of

celebs and fans.

But while Flamin' Hot owes some of its popularity to A-list

endorsements, fan pages, and clever marketing schemes, there's a

quiet but seismic force underlying its elevation from snack food to

American pop culture icon: immigration.

Our demographics have been changing slowly but surely over time.

We've seen a great influx of Hispanics as well as Asians.

And when they immigrate to the United States, they bring their food

cultures with them, and many of their core flavors are on the spicier

side. And so, as they became a bigger part of our population, we

noticed that spicy flavors started popping up a little bit more.

And our millennial generation is the most willing generation to use

these flavors. America's preferences for new flavors are evolving in

lockstep with its changing populace.

The two fastest growing ethnic groups in America are Asian-Americans

and Hispanic Americans.

Between 2000 and 2018, the Asian-American population grew by nearly 7

3%. The Hispanic-American population also saw significant growth at 63

%. Experts say the explosive growth of these two communities are

impacting the types of flavors and ingredients used in restaurants

and snacks. What restaurants are buying in big numbers are flavors

that reflect their cultures.

Aleppo chili peppers, for example.

That's up about 25%.

Korean barbecue is also about 57%.

Habanero mango.

All these flavors that are reflective of these two fast-growing

demographic groups are what restaurants are serving in greater

numbers too. Oftentimes, trends that start in restaurants spill into

the snack world. Flamin' Hot chips might have been early in terms of

spicy and bold flavors in the snack world.

Research shows that the average American consumes 25% more spicy

snacks now than they did a decade ago.

And when you spread that across 350 million people, that's a lot of

spicy snacks.

But as appetites for spicy snacks grow, so do health concerns about

consuming them. In recent years, schools across the U.S.

have banned Flamin' Hot Cheetos due to growing concerns about the

snack chip's nutritional value and addictive properties.

And when rapper Lil Xan was sent to the hospital in 2018 after

consuming too many Flamin' Hot Cheetos, the incident was highly

publicized. Cheetos are dangerous.

They're one hell of a drug.

But are the chips really that harmful?

If someone has an underlying condition, like an ulcer, that can create

a situation that is very dangerous.

In people who don't have that underlying condition, the long-term

effects are concerning.

With children in particular, they're very vulnerable to this trifecta

of sugar, fat, and salt.

And so, this is something that really taps into their reward system

in a way that you don't see in adults.

From the Cheetle to the crunch, Flamin' Hot snacks are engineered to

keep people eating.

And it works, maybe too well.

There's a science to this compulsive consumption.

There are five phenomena that we can say are responsible for this.

The first one being a phenomenon known as vanishing caloric density.

And that's this idea that when we pop these Cheetos into our mouth,

they seem to just disappear.

That signals to the brain that we haven't really consumed any

calories. The second one is a phenomenon called bliss point.

And that leads to this idea of getting this trifecta of sugar, fat,

and salt and reaching the optimum level of pleasure

with each of those things.

The third phenomena is sensory specific satiation.

The idea that if you have a complex flavor layering, your brain stays

excited and wants more.

The fourth is a capsaicin endorphin rush.

Capsaicin is the chemical in spicy foods that signals to our brain

that we're in pain, causing our brains to release endorphins, or

feel-good molecules. And finally, there's sonic appeal.

That crunch.

Crunchiness leads people to believe that an item is fresh, which

tricks your body into thinking it's eating fresh foods.

As Flamin' Hot sales continue to climb, so are consumers' desires to

purchase healthier snacks.

And if you think Frito-Lay isn't paying attention to that demand,

you're wrong. When it comes to snacks that people might feel a little

bit better about eating,

Flamin' Hot is still front and center.

In 2019, Frito-Lay brought out Flamin' Hot Smartfood, the popcorn

brand. So it's paying attention to those people who still want

something with a little bit of spice, but want something that's also

maybe reduced fat or reduced sodium.

But there's a fine line between the actual nutritional value of the

snack and aspirational marketing.

This is supposed to be a healthier alternative to the Flamin' Hot

Cheetos. Looking at the nutrition facts, it's pretty similar to

Flamin' Hot Cheetos. So even if it's got maybe 10 calories fewer,

people are still craving this item because of how it's been designed

and are more inclined to perhaps finish the entire bag.

In a statement, Frito-Lay said Flamin' Hot's heat comes from a

naturally occurring spice and the amount of heat in one serving size

is equal to that of a jalapeño pepper, though they understand why

some fans have to consume the snack in moderation.

While Frito-Lay's healthier options fall short of what nutritionists

might consider healthy, the company is fending off would-be

competitors and continuing to dominate the spicy snack space.

There are a few brands that are front and center when it comes to

spicy things. Flamin' Hot is the gold standard I think.

And it does have some competition.

I mean, Takis has definitely brought out a lot of en fuego flavors.

And so, to keep that market and to keep its share of the market

growing, I think Frito Lay is going to be paying more attention to

those types of influencers and the celebrities who are already fans

of its product to bring in more consumers.

We want to continue to learn from our consumers about what is it they

want to see more of.

And we see this continued trend towards fusion.

Flamin' Hot's continued success can be credited to the company's

willingness to look to its workforce for new ideas, its openness to

try something bold, and its investment in America's changing

demographics. I think what makes Cheetos Flamin' Hot very special is

it originated here in the U.S., and it really came from how the

American population was evolving and what Americans wanted from their

snacking. And so it really does characterize truly what it means to

enjoy food in America.

What kind of food experiences you love in the U.S.

Whether it was a happy accident or a calculated risk, Flamin' Hot is a

true American success story.

This ain't over.