Editing Cheetos (section)

==Products and distribution==
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.<ref name=cheetosflavorlist>{{cite web|title=Full List of Cheetos Products|url=http://www.fritolay.com/our-snacks/cheetos.html|publisher=Frito-Lay|access-date=12 September 2011|archive-url=https://web.archive.org/web/20110910152554/http://www.fritolay.com/our-snacks/cheetos.html|archive-date=10 September 2011|url-status=dead|df=dmy-all}}</ref> 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|Flamin' Hot Cheetos]].<ref>{{cite news |url=https://www.npr.org/templates/story/story.php?storyId=5394887 |title=Don't Miss: Flamin' Hot Cheetos |newspaper=NPR |publisher=NPR.com |date=9 May 2006 |access-date=2 December 2010 |last1=Rudin |first1=Ken |archive-date=28 December 2019 |archive-url=https://web.archive.org/web/20191228080332/https://www.npr.org/templates/story/story.php?storyId=5394887 |url-status=live }}</ref>

Cheetos are among the snack varieties included in the Frito-Lay [[Munchies (snack mix)|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.<ref>{{cite news|title=PepsiCo Rebrands 'Natural' Products with 'Simply'|url=https://www.foxnews.com/food-drink/pepsico-rebrands-natural-products-with-simply|website=[[Fox News]]|access-date=27 February 2019|date=24 January 2014|archive-date=28 February 2019|archive-url=https://web.archive.org/web/20190228071243/https://www.foxnews.com/food-drink/pepsico-rebrands-natural-products-with-simply|url-status=live}}</ref>

Cheetos first entered Brazil in 1976,<ref name=brazil>{{cite web|title=Elma Chips Brands|url=http://www.pepsico.com.br/brands/brands-elma-chips.html|publisher=PepsiCo Brazil|access-date=12 September 2011|archive-url=https://web.archive.org/web/20110916062554/http://pepsico.com.br/brands/brands-elma-chips.html|archive-date=16 September 2011|url-status=dead}}</ref> followed by other countries such as Australia during the 1980s.<ref name=cheetosaustr>{{cite web|title=Cheetos Australia|url=http://www.smiths.com.au/student/cheetos.htm|publisher=PepsiCo Australia & New Zealand|access-date=12 September 2011|url-status=dead|archive-url=https://web.archive.org/web/20090917071354/http://www.smiths.com.au/student/cheetos.htm|archive-date=17 September 2009|df=dmy-all}}</ref> In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.<ref>{{cite news |url=https://www.nytimes.com/1994/11/27/magazine/sunday-november-27-1994-chinese-cheetos.html |title=Chinese Cheetos |work=[[The New York Times]] |date=27 November 2006 |access-date=3 December 2010 |archive-date=10 January 2014 |archive-url=https://web.archive.org/web/20140110204406/http://www.nytimes.com/1994/11/27/magazine/sunday-november-27-1994-chinese-cheetos.html |url-status=live }}</ref> As the distribution of Cheetos expanded outside the U.S. to include more than 36 countries,<ref name=countriesfigure>{{cite web|title=Cheetos Mystery Colorz Snacks Taste Cheesy Like Cheetos|url=http://www.fritolay.com/about-us/press-release-20020107.html|publisher=Frito-Lay North America|access-date=13 September 2011|format=Press Release|date=7 January 2002|archive-url=https://web.archive.org/web/20110910195955/http://www.fritolay.com/about-us/press-release-20020107.html|archive-date=10 September 2011|url-status=dead}}</ref> localized versions were produced to conform to regional tastes and cultural preferences.<ref name=dircomphist>{{cite book|title=International directory of company histories|year=2000|publisher=St. James Press|location=Chicago|isbn=978-1-55862-391-0|url=http://www.fundinguniverse.com/company-histories/FritoLay-Company-Company-History.html|editor-first=Jay P.|editor-last=Pederson|access-date=18 November 2011|archive-date=10 March 2012|archive-url=https://web.archive.org/web/20120310020714/http://www.fundinguniverse.com/company-histories/fritolay-company-company-history.html|url-status=live}}</ref>

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.<ref name = "Research">{{cite book|last=Zikmund|first=William G.|title=Essentials of Marketing Research|year=2009|publisher=Cengage Learning|url=https://books.google.com/books?id=xpz6YoS1_dAC&pg=PA15|author2=Barry B. Babin|access-date=16 November 2011|page=15|isbn=978-0324593754|archive-date=3 July 2023|archive-url=https://web.archive.org/web/20230703225027/https://books.google.com/books?id=xpz6YoS1_dAC&pg=PA15|url-status=live}}</ref>  These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.<ref name = "Research"/><ref>{{cite news |title=Cheetos pull flavor switch for Chinese |agency=NY Times News Service |work=Lawrence Journal World |page=2A |date=2 September 1994 |access-date=8 December 2010 |url=https://news.google.com/newspapers?id=1JYyAAAAIBAJ&pg=6507,177013&dq=cheetos+china&hl=en |archive-date=14 February 2022 |archive-url=https://web.archive.org/web/20220214153827/https://news.google.com/newspapers?id=1JYyAAAAIBAJ&pg=6507,177013&dq=cheetos+china&hl=en |url-status=live }}</ref> Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.<ref>{{cite web|url=http://consumerist.com/2008/01/move-to-japan-so-you-can-eat-strawberry-cheetos.html|title=Move To Japan So You Can Eat Strawberry Cheetos|publisher=consumerist.com|date=28 January 2009|access-date=2 December 2010|archive-date=8 November 2010|archive-url=https://web.archive.org/web/20101108045445/http://consumerist.com/2008/01/move-to-japan-so-you-can-eat-strawberry-cheetos.html|url-status=live}}</ref> In 2013, a [[Pepsi]]-flavored Cheeto was introduced in Japan, and a [[Mountain Dew]]-flavored variety was available in 2014.<ref>{{Cite news|title = Pepsi-flavored Cheetos sell in Japan, but aren't ready for U.S. (yet)|date = 15 August 2013|url = https://www.usatoday.com/story/money/business/2013/08/15/pepsi-flavored-cheetos-pepsico-cheetos-snack-foods-flavor-mashing/2661811/|last = Horovitz|first = Bruce|work = [[USA Today]]|access-date = 16 August 2013|archive-date = 17 August 2013|archive-url = https://web.archive.org/web/20130817090738/http://www.usatoday.com/story/money/business/2013/08/15/pepsi-flavored-cheetos-pepsico-cheetos-snack-foods-flavor-mashing/2661811/|url-status = live}}</ref> In India, Cheetos Whoosh are sold, made of ingredients such as [[whole grain]] and vegetables.<ref>{{cite web|url=http://pepsicoindia.co.in/Brands/Foods/Cheetos.aspx|archive-url=https://web.archive.org/web/20101217010634/http://pepsicoindia.co.in/Brands/Foods/Cheetos.aspx|title=Cheetos|archive-date=17 December 2010}}</ref>

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.<ref>{{cite news|last=Horovitz|first=Bruce|title=Cheetos to roll out Sweetos snacks|url=https://www.usatoday.com/story/money/2015/01/21/cheetos-sweetos-snacks-snacking-frito-lay/22106331/|access-date=4 May 2015|newspaper=USA Today|date=21 January 2015|archive-date=9 March 2015|archive-url=https://web.archive.org/web/20150309094453/http://www.usatoday.com/story/money/2015/01/21/cheetos-sweetos-snacks-snacking-frito-lay/22106331/|url-status=live}}</ref>

In the first week of 2020, [[Frito-Lay]] began distributing "Cheetos popcorn".<ref>{{cite web |url=https://www.dallasnews.com/food/restaurant-news/2020/01/09/first-ever-flamin-hot-cheetos-popcorn-hits-store-shelves-in-texas/ |last=Blaskovich |first=Sarah |date=July 9, 2020 |title=First-ever Flamin' Hot Cheetos popcorn hits store shelves in Texas |work=[[The Dallas Morning News]] |access-date=January 10, 2020 |archive-date=9 January 2020 |archive-url=https://web.archive.org/web/20200109163511/https://www.dallasnews.com/food/restaurant-news/2020/01/09/first-ever-flamin-hot-cheetos-popcorn-hits-store-shelves-in-texas/ |url-status=live }}</ref><ref>{{cite press release|url=https://www.prnewswire.com/news-releases/cheetos-pops-into-the-new-year-with-launch-of-cheetos-popcorn-in-stores-nationwide-300984377.html?__source=newsletter%7Cmorningsquawk |date=January 9, 2020 |title=Cheetos Pops Into The New Year With Launch Of Cheetos Popcorn In Stores Nationwide |work=[[Cision]] |access-date=January 10, 2020}}</ref>

In August 2020, Frito-Lay introduced a Cheetos [[Macaroni and cheese|mac n' cheese]].<ref>{{Cite press release |title=Cheetos® 'Lets The Cat Out Of The Bag' With Launch Of New Cheetos Mac 'n Cheese |url=https://www.prnewswire.com/news-releases/cheetos-lets-the-cat-out-of-the-bag-with-launch-of-new-cheetos-mac-n-cheese-301106747.html |website=[[PR Newswire]]}}</ref>

=== Flamin' Hot Cheetos ===
{{see also|Richard Montañez|Flamin' Hot}}
[[File:Cheetos mascots.jpg|thumb|right|Young woman in a Flamin' Hot costume with [[Chester Cheetah]]]]
According to Frito-Lay records, Flamin' Hot Cheetos, a spicy version of the product, was developed at the company's headquarters in Texas starting in 1989, as part of a project led by Lynne Greenfeld, and introduced in test markets in the summer of 1990, alongside Flamin' Hot versions of Fritos and Lays.<ref name="lat-montanez">{{cite news|url=https://www.latimes.com/business/story/2021-05-16/flamin-hot-cheetos-richard-montanez|title=The man who didn't invent Flamin' Hot Cheetos|author=Sam Dean|date=May 16, 2021|work=Los Angeles Times|access-date=16 May 2021|archive-date=16 May 2021|archive-url=https://web.archive.org/web/20210516185042/https://www.latimes.com/business/story/2021-05-16/flamin-hot-cheetos-richard-montanez|url-status=live}}</ref> They became available nationwide in early 1992, and ''[[The Washington Post]]'' would go on to call them "something of a cultural phenomenon",<ref>{{cite news |last1=Andrews |first1=Travis M |title=The Flamin' Hot Cheetos movie: How a Frito-Lay janitor created one of America's most popular snacks |url=https://www.washingtonpost.com/news/morning-mix/wp/2018/02/23/the-flamin-hot-cheetos-movie-how-a-frito-lay-janitor-created-one-of-americas-most-popular-snacks/ |newspaper=Washington Post |access-date=19 September 2019 |archive-date=9 September 2019 |archive-url=https://web.archive.org/web/20190909024207/https://www.washingtonpost.com/news/morning-mix/wp/2018/02/23/the-flamin-hot-cheetos-movie-how-a-frito-lay-janitor-created-one-of-americas-most-popular-snacks/ |url-status=live }}</ref> with ''[[Newsweek]]'' noting that it "rejuvenated the brand" and would become a "central element in Cheetos marketing".<ref name="Newsweek flamin hot">{{cite web |last1=Whalen |first1=Andrew |title=THE TRUE STORY OF THE FLAMIN' HOT CHEETOS INVENTOR RICHARD MONTAÑEZ |url=https://www.newsweek.com/flamin-hot-cheeto-movie-true-story-creator-richard-montanez-1456377 |website=Newsweek |date=27 August 2019 |access-date=19 September 2019 |archive-date=16 September 2019 |archive-url=https://web.archive.org/web/20190916214737/https://www.newsweek.com/flamin-hot-cheeto-movie-true-story-creator-richard-montanez-1456377 |url-status=live }}</ref>

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]].<ref name="Hustlecheetos">{{cite web |last1=Crockett |first1=Zachary |title=How a janitor at Frito-Lay invented Flamin' Hot Cheetos |url=https://thehustle.co/hot-cheetos-inventor/ |website=The Hustle |date=29 November 2017 |access-date=19 September 2019 |archive-date=3 December 2019 |archive-url=https://web.archive.org/web/20191203070259/https://thehustle.co/hot-cheetos-inventor/ |url-status=live }}</ref> Montañez claimed he had pitched his idea to CEO [[Roger Enrico]] as part of Enrico's initiative to empower employees to help the fledgeling company.<ref name="Hustlecheetos"/> In 2018, [[Searchlight Pictures|Fox Searchlight]] started developing a biopic about the origin story of Flamin' Hot Cheetos as told by Montañez.<ref>{{Cite web|last=Kroll|first=Justin|date=February 22, 2018|title=Flamin' Hot Cheetos-Inspired Movie in Works From Fox Searchlight, DeVon Franklin (EXCLUSIVE)|url=https://variety.com/2018/film/news/flamin-hot-cheetos-movie-devon-franklin-fox-searchlight-1202707879/|url-status=live|access-date=March 29, 2021|website=[[Variety (magazine)|Variety]]|language=en-US|archive-url=https://web.archive.org/web/20180222231156/http://variety.com/2018/film/news/flamin-hot-cheetos-movie-devon-franklin-fox-searchlight-1202707879/ |archive-date=22 February 2018 }}</ref> 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.<ref>{{Cite web|last=McNary|first=Dave|date=August 27, 2019|title=Eva Longoria to Direct Biopic About Flamin' Hot Cheetos Creator|url=https://variety.com/2019/film/news/flamin-hot-cheetos-movie-eva-longoria-1203314982/|url-status=live|access-date=March 29, 2021|website=[[Variety (magazine)|Variety]]|language=en-US|archive-url=https://web.archive.org/web/20190827013338/https://variety.com/2019/film/news/flamin-hot-cheetos-movie-eva-longoria-1203314982/ |archive-date=27 August 2019 }}</ref><ref>{{cite web|url=https://www.cnn.com/2023/06/09/entertainment/flamin-hot-review/index.html|title=''Flamin{{'}} Hot'' tells a chips-to-riches story in Eva Longoria's feature directing debut|date=June 9, 2023|first=Brian|last=Lowry|website=[[CNN]]|access-date=June 9, 2023|archive-date=9 June 2023|archive-url=https://web.archive.org/web/20230609191102/https://www.cnn.com/2023/06/09/entertainment/flamin-hot-review/index.html|url-status=live}}</ref>

In May 2021, the ''[[Los Angeles Times]]'' reported that Frito-Lay had begun an internal investigation in 2018 following a complaint by Greenfeld. The company, which had not previously contradicted Montañez's story publicly, said of the results of that investigation: "None of our records show that Richard [Montañez] was involved in any capacity in the Flamin' Hot test market&nbsp;... we do not credit the creation of Flamin' Hot Cheetos or any Flamin' Hot products to him."<ref name="lat-montanez" /> Additional reporting by the ''Times'' indicated that Montañez's claims did not line up with other events in the product's release timeline, including newspaper articles announcing the test market release in 1990, and Enrico not joining Frito-Lay until later that year. However, the ''Times'' noted a 1993 ''[[U.S. News & World Report]]'' story indicating that Montañez ''was'' responsible for suggesting subsequent product ideas that built on the Flamin' Hot line, including Flamin' Hot Popcorn.<ref name="lat-montanez" />

Montañez has stood by his claims following the ''LA Times'' investigation, arguing that there was a lack of documentation because of the low level of his job at the time, but adding that he was not aware of what might have been going on in other divisions of the company, and thus he did not have reason to dispute Greenfeld's accounts.<ref>{{cite web|url=https://variety.com/2021/film/news/richard-montanez-flamin-hot-cheetos-responds-1234974227/|title=Disputed Flamin' Hot Cheetos Inventor Responds to Frito-Lay's Claims: 'I Was Their Greatest Ambassador'|first=Ellise|last=Shaffer|work=[[Variety (magazine)|Variety]]|date=May 16, 2021|access-date=May 19, 2021|archive-date=19 May 2021|archive-url=https://web.archive.org/web/20210519140557/https://variety.com/2021/film/news/richard-montanez-flamin-hot-cheetos-responds-1234974227/|url-status=live}}</ref>