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From Wikipedia, the free encyclopedia

Product type	Cheese curl, popcorn
Owner	PepsiCo (via Frito-Lay)
Country	United States
Introduced	1948; 75 years ago
Markets	Worldwide
Previous owners	The Frito Company
Website	cheetos.com

Cheetos (formerly styled as Chee-tos until 1998) is a crunchy corn puff snack brand 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 research and development kitchen in Dallas, Texas. 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’ 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 APAC and AMESA.^[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]

In 2021, PepsiCo and Indofood announced that Indofood CBP has officially purchased all of the shares owned by Fritolay Netherlands Holding B.V., an affiliate of PepsiCo at PT Indofood Fritolay Makmur (IFL, now PT Indofood Fortuna Makmur) worth IDR 494 billion, thus the production of Lay’s, Cheetos, and Doritos brand snacks in Indonesia were stopped on 18 August 2021. In addition, PepsiCo and its affiliates has also agreed not to produce, package, sell, market or distribute snack products that compete with IFL products in Indonesia for a period of three years.^[11] The Cheetos brand has since been renamed into new variants of Chiki (Twist, Puffs, and Net). Indonesia is the only Cheetos market that sells Roasted Corn flavor of Cheetos while Doritos would take on the new name Maxicorn.^[12]

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.^[13] 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.^[14]

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.^[15]

Cheetos first entered Brazil in 1976,^[16] followed by other countries such as Australia during the 1980s.^[17] In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.^[18] As the distribution of Cheetos expanded outside the U.S. to include more than 36 countries,^[19] localized versions were produced to conform to regional tastes and cultural preferences.^[20]

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.^[21] These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.^[21][22] Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.^[23] In 2013, a Pepsi-flavored Cheeto was introduced in Japan, and a Mountain Dew-flavored variety was available in 2014.^[24] In India, Cheetos Whoosh are sold, made of ingredients such as whole grain and vegetables.^[25] 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.^[26]

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.^[27]

In the first week of 2020, Frito-Lay began distributing «Cheetos popcorn».^[28][29]

Flamin’ Hot Cheetos

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.^[30] Becoming available nationwide in early 1992, The Washington Post would go on to call Flamin’ Hot Cheetos «something of a cultural phenomenon»,^[31] with Newsweek noting that it «rejuvenated the brand» and would become a «central element in Cheetos marketing».^[32]

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.^[33] 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.^[33] In 2018, Variety reported that Fox Searchlight was developing a biopic about the origin story of Flamin’ Hot Cheetos as told by Montañez.^[34] The following year, Eva Longoria signed on to direct the film.^[35]

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 … we do not credit the creation of Flamin’ Hot Cheetos or any Flamin’ Hot products to him.»^[30] 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.^[30]

Montañez has stood by his claims following the LA Times investigation, arguing that there was a lack of documentation due to his low-level 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.^[36]

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,^[37] Puffs,^[38] Flamin’ Hot Crunchy,^[39][40] Flamin’ Hot Puffs,^[41] Flamin’ Hot Limon Crunchy,^[42] XXTRA Flamin’ Hot Crunchy,^[43] Reduced Fat Flamin’ Hot Puffs,^[44] Reduced Fat Puffs,^[45] and Cheddar Jalapeño Crunchy.^[46]) 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.^[47] 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.^[48] As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States.^[47]

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.^[49] 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.^[50]

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.^[50] 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.^[51][52] 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.^[50]

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.^[53]

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.^[54]

See also

References

External links

• Official website

From Wikipedia, the free encyclopedia

Product type	Cheese curl, popcorn
Owner	PepsiCo (via Frito-Lay)
Country	United States
Introduced	1948; 75 years ago
Markets	Worldwide
Previous owners	The Frito Company
Website	cheetos.com

Cheetos (formerly styled as Chee-tos until 1998) is a crunchy corn puff snack brand 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 research and development kitchen in Dallas, Texas. 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’ 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 APAC and AMESA.^[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]

In 2021, PepsiCo and Indofood announced that Indofood CBP has officially purchased all of the shares owned by Fritolay Netherlands Holding B.V., an affiliate of PepsiCo at PT Indofood Fritolay Makmur (IFL, now PT Indofood Fortuna Makmur) worth IDR 494 billion, thus the production of Lay’s, Cheetos, and Doritos brand snacks in Indonesia were stopped on 18 August 2021. In addition, PepsiCo and its affiliates has also agreed not to produce, package, sell, market or distribute snack products that compete with IFL products in Indonesia for a period of three years.^[11] The Cheetos brand has since been renamed into new variants of Chiki (Twist, Puffs, and Net). Indonesia is the only Cheetos market that sells Roasted Corn flavor of Cheetos while Doritos would take on the new name Maxicorn.^[12]

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.^[13] 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.^[14]

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.^[15]

Cheetos first entered Brazil in 1976,^[16] followed by other countries such as Australia during the 1980s.^[17] In 1994, Cheetos became the first American brand of snack food to be made and distributed in China.^[18] As the distribution of Cheetos expanded outside the U.S. to include more than 36 countries,^[19] localized versions were produced to conform to regional tastes and cultural preferences.^[20]

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.^[21] These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well.^[21][22] Strawberry Cheetos, a plain corn Cheeto coated in strawberry icing, were released in Japan in 2008.^[23] In 2013, a Pepsi-flavored Cheeto was introduced in Japan, and a Mountain Dew-flavored variety was available in 2014.^[24] In India, Cheetos Whoosh are sold, made of ingredients such as whole grain and vegetables.^[25] 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.^[26]

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.^[27]

In the first week of 2020, Frito-Lay began distributing «Cheetos popcorn».^[28][29]

Flamin’ Hot Cheetos

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.^[30] Becoming available nationwide in early 1992, The Washington Post would go on to call Flamin’ Hot Cheetos «something of a cultural phenomenon»,^[31] with Newsweek noting that it «rejuvenated the brand» and would become a «central element in Cheetos marketing».^[32]

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.^[33] 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.^[33] In 2018, Variety reported that Fox Searchlight was developing a biopic about the origin story of Flamin’ Hot Cheetos as told by Montañez.^[34] The following year, Eva Longoria signed on to direct the film.^[35]

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 … we do not credit the creation of Flamin’ Hot Cheetos or any Flamin’ Hot products to him.»^[30] 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.^[30]

Montañez has stood by his claims following the LA Times investigation, arguing that there was a lack of documentation due to his low-level 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.^[36]

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,^[37] Puffs,^[38] Flamin’ Hot Crunchy,^[39][40] Flamin’ Hot Puffs,^[41] Flamin’ Hot Limon Crunchy,^[42] XXTRA Flamin’ Hot Crunchy,^[43] Reduced Fat Flamin’ Hot Puffs,^[44] Reduced Fat Puffs,^[45] and Cheddar Jalapeño Crunchy.^[46]) 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.^[47] 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.^[48] As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States.^[47]

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.^[49] 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.^[50]

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.^[50] 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.^[51][52] 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.^[50]

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.^[53]

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.^[54]

See also

References

External links

• Official website

From Wikipedia, the free encyclopedia

Chester Cheetah
First appearance	1986[1]
Voiced by	Joel Murray (1986–1997) Pete Stacker (1997–2000) Johnny Michaels (5 spots; early 2000s) Christopher Murney (2006) Adam Leadbeater (2008–2017) Max Koch (2017–present)
In-universe information
Species	Cheetah
Occupation	Mascot of Cheetos

Chester Cheetah is a fictional character and the official mascot for Frito-Lay’s Cheetos brand snacks as well as Chester’s Snacks which consists of flavored fries, popcorn and puffcorn.^[2]

History[edit]

1986–2003: Traditional animation[edit]

Cheetos’ original mascot was the Cheetos Mouse,^[3] who debuted in 1971 and disappeared around 1979. In 1986^[4] Chester Cheetah was created by Brad Morgan, who art directed the commercials and designed the character, and Stephen Kane who wrote the original scripts for television commercials. The original 24-frame animation was done by Richard Williams. After Chester’s introduction, the sly, smooth voiced cheetah began starring in more commercials and eventually became Cheetos’ official mascot. He used the slogans «It’s not easy being cheesy» and «The cheese that goes crunch!» from 1986 to 1997″,^{[citation needed]} until it became «Dangerously cheesy!» from 1997 onward.^[5]

From the mid-1980s to early 2000s, television adverts often featured Chester’s desperate attempts to eat other people’s Cheetos. The self-described «hip kitty» would often speak in rhyme and sneak up on an unsuspecting stranger at a beach or public park. The result would always involve cartoon violence in the vein of Looney Tunes, such as Chester riding a motorcycle off a bridge, getting thrown to the top of a coliseum, or plunging miles through the air to unwittingly grab a hang-gliding bodacious babe, only to cast her aside in favor of Cheetos. These spots were first directed by Keith Van Allen and later by Cow and Chicken creator David Feiss.

In 1992, Chester’s own television program called Yo! It’s the Chester Cheetah Show! was under development for the Fox Kids Saturday morning fall lineup. However, an ethics debate erupted over Chester’s status as an advertising character, and likely due to the protests of Action for Children’s Television, the show was prevented from airing.^{[citation needed]} Their petition marked the first time that the organization protested something before it actually became a program. In 2019 a petition appeared on change.org for someone to make the series happen sometime for Nickelodeon.

Chester’s character underwent slight revamping in 1997. With the introduction of the «Dangerously cheesy!» slogan and Pete Stacker replacing Joel Murray as his voice actor. Chester began appearing in live-action/animated hybrid advertisements where he entered the real world. During this time, the ads began portraying him in a less antagonistic manner; he went from being bumbling to suave and cool, and he actually managed to eat Cheetos unlike in the older commercials.

2003–2009: Jump to CGI[edit]

In the United States in 2003, Chester was rendered as a computer generated character, but he continued to appear in his old animation style in other countries.

One particular commercial series in 2006 had Chester defeating rival Chef Pierre in a baking contest to create Baked Cheetos. This led to an advertising campaign titled Chester Goes Undercover, in which Pierre, disguised in silhouette, steals the Baked Cheetos recipe, and Chester gives chase by finding clues that lead him to Pierre’s minions: Twisty McGee, Flamin’ Hot Fiona, and The Cruncher. Upon confrontation with Chef Pierre, Chester signaled his agents to appear and apprehend Pierre and his minions, recovering the stolen recipe. These commercials were linked to an interactive online campaign.

2008–present: OrangeUnderground redesign[edit]

By 2008, Cheetos took aim at an adult demographic with a series of ads featuring the mascot in promotion of OrangeUnderground.com.^[6] In this incarnation, Chester (originally a puppet) is computer generated, but now with photorealistic textures/detail; he speaks with a mid-Atlantic accent and encourages people to use their Cheetos in acts of revenge or to solve problems (e.g. plug the nostrils of a snoring man or dirty the cubicle of a neat freak), sometimes referring to himself as «Papa Chester». In this incarnation, Chester is voiced by Adam Leadbeater.^[7]

Merchandise[edit]

Chester starred in two video games produced by Kaneko for the Sega Genesis and Super NES: Chester Cheetah: Too Cool to Fool in 1992 and Chester Cheetah: Wild Wild Quest in 1993.^[8][9]

Chester Cheetah makes a cameo appearance in Archie Comics’ Sonic the Hedgehog series^{[citation needed]}.

2 Angry Birds Facebook games were released in 2012 & 2013 titled Angry Birds Cheetos and Angry Birds Cheetos 2. The games are very similar to other titles in the Angry Birds series except a new Cheetos bag power up is added in both games. The first game adds a regular Cheetos bag that acts like the Blue bird and will split into multiple Cheetos & the sequel adds a flaming hot Cheetos bag that acts like the Bomb bird and will explode on impact

A promotional plush doll was produced, featuring dark sunglasses and lace-up shoes. It was 18″ tall. A 10″ doll is still available today.^{[citation needed]}

Video games[edit]

Chester Cheetah: Too Cool to Fool[edit]

Chester Cheetah: Too Cool to Fool is a 1992 video game that starred Cheetos mascot Chester Cheetah, only released in North America.

The game is composed of simple side-scrolling platform levels. On each level there is a hidden «scooter» part. In game, Chester can dash and stun enemies by jumping on their heads.

The instruction manual contains a popular Engrish recognized by many gamers: «As is Chester Cheetah way, is one-person play.» The Engrish spawned due to bad translations and an attempt to rhyme in anapestic tetrameter like Dr. Seuss.^{[original research?]} No actual mention of the Cheetos snack food is made in the game, but Chester’s health points are represented as Cheetos Paws.

Chester Cheetah: Wild Wild Quest[edit]

Chester Cheetah: Wild Wild Quest is a 1993 video game by Kaneko for the Super NES and Sega Genesis. The game stars Cheetos mascot Chester Cheetah and is the sequel to Chester Cheetah: Too Cool to Fool.^[9][8]

The player dies in one hit unless they have a cheese puff on hand.^[15][16] Collecting 100 paws per level results in a new continue,^[15] and there are three difficulty levels.^[15] Some stages involve controlling vehicles, like a car or a motorcycle.^[17]

The game was shown at the Consumer Electronics Show in Las Vegas in 1994.^[18]

After breaking out of a zoo, Chester Cheetah is going to Hip City when Mean Eugene tears up his map into 10 pieces and scatters it across the United States. Chester Cheetah must then travel across America to recover the map.^[19][16] Chester visits fictional cities in states such as Nebraska, California, Florida, Arkansas, and Alaska.^[16][15][17]

The game was released only in America.

Both the Genesis and SNES versions of the game received mixed reviews. Electronic Gaming Monthly reviewed both the versions.^[20] They gave the SNES version a score of 28 out of 50, and the Genesis version 24 out of 40. The reviewers praised the graphics and animations but cited poor control as a negative.^[20]

Sega Visions gave it a score of 12 out of 20, and gave it strong score for sound and music.^[15]

Nintendo Power reviewed the SNES version and stated it had stiff controls, low challenge, but had good audio and graphics.^[21] They gave it an average score of 3.3/5.^[21]

GamePro magazine called it «High on the list of unnecessary sequels» and said «like the cheese puffs themselves, Chester might sound like a tempting idea, but you’ll get no nourishment and you’ll soon be hungry again».^[17]

Just Dance 4[edit]

Chester Cheetah made a cameo appearance in the background of the redeemable version of the song «You Make Me Feel…» featured on the Just Dance 4 video game. The track could be unlocked with a code found in a Cheetos bag, having exclusive traits on its background like a throne, and Chester Cheetah appearing sometimes on the back pillars and dancing along with the coach. Since the offer expired, the map it became available as a downloadable track for all consoles in all regions, however, without the special characteristics, equivalent to following games said map is featured in, such as Just Dance Now and Just Dance Unlimited. Along with the redeemable version, a commercial was released to promote it.

See also[edit]

• Frito Bandito
• Tony the Tiger

References[edit]

Марка закусок

Текущий логотип Cheetos, используется с 2002 года.
Тип продукта	Cheese curl, Popcorn
Владелец	Frito-Lay
Страна	США
Появление	1948
Рынки	Австралия, Австрия, Бельгия, Бразилия, Канада, Чили, Китай, Кипр, Египет, Франция, Греция, Венгрия, Индия, Индонезия, Иран, Ирландия, Израиль, Италия, Япония, Ливан, Литва, Македония, Мексика, Нидерланды, Новая Зеландия, Северная Америка, Пакистан, Филиппины, Польша, Португалия, Румыния, Россия, Южная Африка, Южная Америка, Южная Корея, Тайвань., Турция, Испания, Украина, Великобритания, США
Предыдущие владельцы	PepsiCo
Веб-сайт	Официальный веб-сайт

Cheetos (ранее назывался Chee-tos до 1998 года) — торговая марка сырных слоеных закусок, производимых Frito-Lay, дочерней компанией PepsiCo. Создатель Fritos Чарльз Элмер Дулин изобрел Cheetos в 1948 году и начал национальное распространение в США. Первоначальный успех Cheetos стал одним из факторов слияния компаний Frito Company и H.W. Lay Company в 1961 году сформировала Frito-Lay. В 1965 году Frito-Lay стала дочерней компанией Pepsi-Cola Company, образовав PepsiCo, нынешнего владельца бренда Cheetos.

В 2010 году Cheetos была признана самой продаваемой маркой слоеного сыра на первичном рынке США; во всем мире годовой объем розничных продаж составил около 4 миллиардов долларов. Оригинальные Crunchy Cheetos все еще производятся, но продуктовая линейка с тех пор расширилась и теперь включает 21 тип Cheetos только в Северной Америке. Поскольку Cheetos продаются более чем в 36 странах, вкус и состав часто варьируются в зависимости от региональных вкусов и культурных предпочтений, например, пикантные американские сливки в Китае и клубничные Cheetos в Японии.

Содержание

• 1 История
• 2 Продукция и распространение
• 3 Производство
• 4 Маркетинг
• 5 См. Также
• 6 Ссылки

История

Читос были изобретены в 1948 году Создатель Fritos Чарльз Элмер Дулин, который готовил первые тестовые партии на исследовательской и опытно-конструкторской кухне компании Frito Company Даллас, Техас. Закуски со вкусом сыра продавались быстро, но у Дулина не было производственных или распределительных мощностей для поддержки общенационального запуска. Это привело Дулина к сотрудничеству с бизнесменом картофельных чипсов Херманом У. Лэем для маркетинга и распространения, и Cheetos были представлены на национальном уровне в США в 1948 году вместе с картофельным продуктом под названием Fritatos. Успех Cheetos побудил Дулина и Лэя объединить две компании в 1961 году, образовав Frito-Lay Inc. В то время Cheetos был одним из четырех крупных брендов снеков, производимых компанией, годовой доход которой составлял 127 миллионов долларов. Frito-Lay объединилась с Pepsi-Cola Company, чтобы сформировать PepsiCo в 1965 году, что привело к дальнейшему распространению Cheetos за пределами Северной Америки.

Хотя Cheetos был первым продуктом такого типа, конкурирующим в категории закусок, с тех пор появились — включая Utz Cheese Curls, Herr’s Cheese Curls и Wise Cheez Doodles, а также Planters ‘Слойки с сыром и сырные завитки. Большинство конкурирующих закусок с сырным вкусом распространяется в определенных регионах США, и по состоянию на 2010 год Cheetos остается самым продаваемым сырным слоем в Америке.

По состоянию на 2011 год Cheetos производятся, продаются и распространяются в трех различных производственных подразделениях PepsiCo: PepsiCo Americas Foods (в том числе Frito-Lay в США и Канада, Sabritas в Мексика и Latin Americas Foods в Бразилия, Колумбия, Аргентина, Венесуэла и Перу.), PepsiCo Europe и PepsiCo Asia, Middle East Africa. PepsiCo также предоставила лицензию компании Strauss-Elite на распространение закуски Cheetos. В 2010 году годовой объем продаж Cheetos во всем мире составил около 4 миллиардов долларов, что сделало его 11-м по величине брендом PepsiCo.

Продукция и распространение

Образец Crunchy Cheetos

Первым продуктом Cheetos был Crunchy Cheetos, изобретен в 1948 году в Сан-Антонио, Техас. Crunchy Cheetos оставался единственным продуктом бренда в течение 23 лет до появления Cheetos Puffs в 1971 году. Запеченные разновидности, также известные как Baked Cheetos, стали доступны с 2004 года. Соединенные Штаты. В дополнение к оригинальным Crunchy Cheetos, Cheetos Puffs и Baked продаются с альтернативными формами и вариантами вкуса, включая пряный сорт, известный как Flamin ‘Hot Cheetos.

В начале 1990-х Cheeto выпустил «Flamin’ Hot» Читос «. Разнообразие было изобретено уборщиком Ричардом Монтаньесом, который заметил, что у бренда нет товаров, предназначенных для латиноамериканцев. The Washington Post продолжала называть их «чем-то вроде культурного» феномен «, причем Newsweek отметил, что он» омолодил бренд «и станет» центральным элементом маркетинга Cheetos «.

Читос входит в число разновидностей закусок, включенных в Frito-Lay Munchies закуска.

С появлением линии Natural Frito-Lay в середине 2000-х были представлены Natural Cheetos, рекламирующие полностью натуральные ингредиенты и настоящие Висконсин белый чеддер сыр. Они дополняют другие продукты Frito-Lay линии Natural и конкурируют на рынке, занимаемом другими полезными для здоровья закусками, такими как Pirate’s Booty. Бренд Natural был переименован в Simply в 2014 году.

Cheetos впервые появился на рынке Бразилия в 1976 году, за ним последовали другие страны, такие как Австралия в 1980-х. В 1994 году Cheetos стал первым американским брендом закусок, который производился и распространялся в Китае. Поскольку распространение Cheetos расширилось за пределы США и охватило более 36 разных стран, были произведены локализованные версии, соответствующие региональным вкусам и культурным предпочтениям.

Frito-Lay провела обширное тестирование, прежде чем остановиться на вкусах для китайского рынка., с соусом ранчо, крабом из Северного моря, копченым осьминогом и карамелью, отказавшимися от двух вкусов: пикантный американский крем и пикантный японский стейк. Эти вкусы были созданы в результате тестирования в фокус-группах, в котором оригинальные Crunchy Cheetos также не тестировались. Strawberry Cheetos, обычный кукурузный сыр Cheeto, покрытый клубничной глазурью, был выпущен в Японии в 2008 году. В 2013 году в Японии был представлен сыр Cheeto со вкусом Pepsi и Mountain Сорт со вкусом росы был доступен в 2014 году. В Индии продаются Cheetos Whoosh, приготовленные из таких ингредиентов, как цельнозерновые и овощи. В Пакистане Cheetos доступны с шестью различными вкусами: Bites: Vegetable, Stars: Cream N ‘Herb, Ocean Safari: Cheese, XO: Spicy Twist, Red Flavored Mast и Ketchup. Единственный продукт Cheetos, производимый в Австралии, — это Cheetos Cheese Bacon Balls. Чито бывают разных цветов, самые популярные — оранжевый и красный.

В 2015 году компания Frito-Lay выпустила на рынки США ограниченную серию закусок Sweetos со вкусом корицы и сахара. Sweetos были первой сладкой закуской, которую Cheetos выпустили в Соединенных Штатах за 67-летнюю историю бренда.

В первую неделю 2020 года Frito-Lay начала распространение попкорна Cheetos..

Производство

Завод по производству Cheetos в Томашув-Мазовецки, Польша

Cheetos производятся путем смешивания кукурузы и воды. Зародыш кукурузы удаляют, чтобы предотвратить порчу; затем бесплодную кукурузу перемалывают в кукурузную муку. Поскольку в кукурузной муке не хватает питательных веществ, обеспечиваемых зародышами, она обогащается за счет добавления питательных веществ, чтобы повысить ее питательную ценность. (Обогащенная кукурузная мука содержится в следующих ароматах: Crunchy, Puffs, Flamin ‘Hot Crunchy, Flamin’ Hot Puffs, Flamin ‘Hot Limon Crunchy, XXTRA Flamin’ Hot Crunchy, Low Fat Flamin ‘Hot Puffs, Reduced Fat Puffs и Cheddar Jalapeño Хрустящий.) Смесь нагревают под давлением, а затем экструдируют через фильеру. Текстура закуски формируется в результате контакта с горячим воздухом, в результате чего пар в смеси расширяется и создается характерная текстура. После сушки в духовке или жарки продукт затем перемешивают с желаемыми ароматическими компонентами (оригинальные Crunchy Cheetos жареные ). Процесс занимает примерно 19 минут, и каждые полчаса команда лаборатории проверяет и тестирует на вкус каждую партию. На этом этапе результат проверки определяется путем сравнения каждой партии с продуктом, отправленным из штаб-квартиры Frito-Lay. Другие варианты вкуса и формата, такие как Cheetos Puffs, Cheetos Paws, Cheetos Twists, Cheetos Balls и Cheetos Whirls, проходят этап сушки в больших печах. По состоянию на 2010 год у Frito-Lay было 14 заводов по производству жареных Cheetos в 11 штатах на всей территории США.

Маркетинг

Первым талисманом Cheetos была анимированная мышь Cheetos Mouse, которая дебютировала в начале 1971 года. Мышь Читос говорила с акцентом высшего общества и обычно носила костюм-тройку. Он использовал лозунги «Chee-tos. Chee-tos. Chee-tos. и несколько лет спустя «Слава Чи-сар!». Мышь была замечена в телевизионной рекламе и печатной рекламе Cheetos до тех пор, пока этот персонаж не исчез примерно в 1979 году.

Бренд Cheetos обычно узнаваем по ассоциации со вторым и нынешним талисманом, антропоморфный хитрый, гладкоголосый мультфильм гепард по имени Честер Чита. Честер впервые появился в телевизионных рекламных роликах в 1986 году, когда рекламные объявления Cheetos заканчивались лозунгами, которые со временем менялись. Он использовал как «Сыр, который хрустит!» и «Нелегко быть глупым» — как лозунги с 1986 по 1997 год, а затем «Опасно глупо» с 1997 года. В 2003 году Честер был впервые представлен в виде компьютерного персонажа в Соединенных Штатах, но продолжал появляться в традиционной анимированной форме в некоторых других странах, где продается этот бренд.

Начиная с 2008 года, реклама Cheetos и продвижение по службе было расширено с учетом возрастной привлекательности с пересмотренным акцентом на взрослую аудиторию. В этом воплощении Честер говорит с среднеатлантическим акцентом и призывает людей использовать свои Читос в актах мести или для решения проблем. В феврале 2009 года Cheetos стал героем своей первой рекламы Суперкубка. В 30-секундной рекламе за 3 миллиона долларов США «шумная болтливая женщина» разговаривает по мобильному телефону в ресторане. Гепард Честер убеждает другого покупателя бросить Читос на землю, привлекая стаю птиц, чтобы прогнать надоедливого громко говорящего покупателя. Сценарий, изображенный в этом рекламном ролике, иллюстрирует ориентированные на взрослых темы подрывной деятельности и мести, которые продолжают преобладать в рекламе Cheetos, выпускаемой с 2008 года.

В 2009 году Frito-Lay пригласил популярный блог Boing Boing для размещения рекламы Cheetos в Интернете. Блог заключил контракт с Johannes Grenzfurthner (из monochrom ) на создание художественной кампании для продукта.

15 августа 2017 года Frito-Lay объявила об открытии своего The Spotted Cheetah всплывающий ресторан в Нью-Йорке, где подают блюда, приготовленные из Cheetos с шеф-поваром Энн Баррелл. По данным Wall Street Journal, резервные места в ресторане быстро раскупались.

См. Также

• Cheesy Poofs
• Cheez Doodles
• Cheezies
• Kurkure
• Список фирменных закусок
• Mac n ‘Cheetos
• Pirate’s Booty
• Takis
• Twisties
• Wotsits

Ссылки