Flamin’ Hot Cheetos are not merely a snack: they are a way of life — a tour-de-force that guides us through the dark and dismal crevices of humanity.
In the rolodex of history’s great innovations, Flamin’ Hot Cheetos are a lumpy, spice-encrusted beacon of accessibility. They are a creation for the people, enjoyed by everyone from Katy Perry to middle-schoolers on meal vouchers. There’s even a rap song about them.
And their creator, Richard Montañez, has one of the best inventor stories we’ve ever heard.
Behind every bag of Flamin’ Hot Cheetos is the rags to riches story of an immigrant man who worked as a factory janitor and became a top-level executive after coming up with an incredibly genius idea.
Richard Montanez, a Mexican native, began working at the Frito-Lay Rancho Cucamonga plant in California as a janitor in 1976. Today, he is the executive leading multicultural sales and community promotions across PepsiCo’s North American divisions.
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