Roberto Siewczynski worked on the Sabrositas test market in 1994 as an outside consultant for Casanova, a Latino-focused wing of the ad agency McCann, and remembers Montañez being deeply involved in the process. In early May, Longoria announced that she had chosen the actors to play Montañez and his wife, and that the film would begin shooting this summer in New Mexico. PepsiCo, Inc. (PEP) Company Description". Business Week. Archived from the original on 2 January 2013 . Retrieved 20 December 2010. a b c d e f g h i Dean, Sam (May 16, 2021). "The man who didn't invent Flamin' Hot Cheetos". Los Angeles Times. Archived from the original on May 16, 2021 . Retrieved May 12, 2023.

Cheetos pull flavor switch for Chinese". Lawrence Journal World. NY Times News Service. 2 September 1994. p.2A. Archived from the original on 14 February 2022 . Retrieved 8 December 2010.

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Montañez began giving keynote speeches, largely based on his Flamin' Hot Cheetos claim, in the late 2000s. [2] [17] When asked to explain the news clippings and former employee accounts that place Flamin’ Hot Cheetos in the market two years earlier, Carey hedged his statement. “This is such a long time ago, I bet there was a spicy Cheeto in the Chicago, L.A., maybe Houston market, too,” Carey said. Nugent, John (June 12, 2023). "Flamin' Hot". Empire. Archived from the original on June 16, 2023 . Retrieved June 16, 2023.

Montañez did live out a less Hollywood version of his story, ascending from a plant worker to a director focused on marketing. He also pitched new product initiatives, which may have changed the path of his career. Our recipe isn't a mirror-perfect recreation, but it's amazingly tasty. To make it really work, grinding the spice mixture with a mortar and pestle does a surprising amount for balancing out flavors. And make sure to pair it with a fried or oily substrate (like french fries) -- that's when it's at its best (the maltodextrin really absorbs the oil and makes it a key part of the flavor). Beginning in the late 2000s, Richard Montañez, who had started his career at Frito-Lay as a plant janitor and later became a marketing director for the company, claimed that he had invented Flamin' Hot Cheetos in the early 1990s while still a janitor, observing that the brand did not have any products targeting Latinos. [34] Montañez claimed he had pitched his idea to CEO Roger Enrico as part of Enrico's initiative to empower employees to help the flagging company. [34] In 2018, Fox Searchlight started developing a biopic about the origin story of Flamin' Hot Cheetos as told by Montañez. [35] It starred Jesse Garcia as Montañez and marked actress Eva Longoria's feature directorial debut. Hulu and Disney+ released the film, titled Flamin' Hot, in 2023. [36] [37] Apply for a Trademark. Search a Trademark". trademarkia.com. Archived from the original on 10 April 2017 . Retrieved 10 April 2017. Chinese Cheetos". The New York Times. 27 November 2006. Archived from the original on 10 January 2014 . Retrieved 3 December 2010.

Horovitz, Bruce (15 August 2013). "Pepsi-flavored Cheetos sell in Japan, but aren't ready for U.S. (yet)". USA Today. Archived from the original on 17 August 2013 . Retrieved 16 August 2013. a b c Hage, David; Grant, Linda (December 6, 1993). "How to make America work - Crunching rivals with resourceful workers". U.S. News & World Report. p.52 . Retrieved June 23, 2023. Pederson, Jay P., ed. (2000). International directory of company histories. Chicago: St. James Press. ISBN 978-1-55862-391-0. Archived from the original on 10 March 2012 . Retrieved 18 November 2011. p.m. May 16, 2021 An earlier version of this article said Lynne Greenfeld and Miguel Lecuona attended business school at Northwestern. The business school they attended was at the University of North Carolina at Chapel Hill.