Cheetos
Encyclopedia
Cheetos is a brand of cheese-flavored cornmeal snack
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
.
creator Charles Elmer Doolin, who cooked early test batches in the Frito Company's Dallas, Texas
-based research and development kitchen. 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. The success of Cheetos prompted Doolin and Lay to merge their two companies in 1961, forming Frito-Lay Inc. At the time, Cheetos was one of four large snack food brands produced by the company, which had annual revenues of $127 million. Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo
in 1965, prompting further distribution of Cheetos outside of North America
.
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. 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.
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
, Sabritas
in Mexico
and Latin Americas Foods in Brazil
, Colombia
, Argentina
, Venezuela
and Peru
.), PepsiCo Europe and PepsiCo Asia, Middle East & Africa. In 2010, worldwide annual sales of Cheetos totaled approximately $4 billion, making it the 11th-largest PepsiCo brand.
. 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. 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.
Cheetos first entered Brazil
in 1976, followed by other countries such as Australia
during the 1980s. In 1994, Cheetos became the first American brand of snack food to be made and distributed in China
. As the distribution of Cheetos expanded outside the U.S. to include more than 36 different countries, localized versions were produced to conform to regional tastes and cultural preferences.
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. These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well. Strawberry Cheetos, a variation of the original Crunchy Cheetos dipped in a flavored icing, are produced and distributed in Japan
. In India, Cheetos Whoosh are sold, made of ingredients such as whole grain
and vegetables. The sole Cheetos product produced in Australia is Cheetos Cheese & Bacon Balls.
and water. 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. 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. As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States
.
The Cheetos brand is commonly recognized by association with its mascot
, an anthropomorphic cartoon
cheetah
named Chester Cheetah
. Chester first appeared in television commercials in 1983 as an animated cartoon character, adopting a sly, smooth-voiced personality. This character became the focus of more Cheetos commercials, eventually becoming the brand's official mascot. Chester has become known for concluding Cheetos advertisements with slogans
, which have evolved over time. Chester was preceded by an earlier mascot--the Cheetos Mouse, which debuted in 1971 using the slogan "Hail Chee-sar!" The slogan "it ain't easy bein' cheesy" was used in the late 1980s and early 1990s, followed by “the cheese that goes crunch” until 1996, when it became “Dangerously cheesy.” In the early 2000s, Chester was first rendered as a computer-generated character in the United States; while continuing to appear in an animated form in some other countries where the brand is sold.
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. In February 2009, Cheetos was the subject of its first Super Bowl commercial. In the $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. 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.
doing the Moonwalk Dance
sold for $35.18 on Ebay
in the summer of 2009, attracting national media coverage in the U.S. A couple who found a Cheetos snack in a shape they described as resembling Jesus Christ nicknamed it "Cheesus" and garnered media attention as a result of their consideration of selling on Ebay.
Cheese puffs
Cheese puffs, cheese curls, cheese balls, or corn curls are a puffed corn snack, coated with a mixture of cheese or cheese-flavored powders...
made by Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...
, a subsidiary of PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
. Fritos
Fritos
Fritos is the name of a brand of corn chips made by Frito-Lay. Elmer Doolin was so taken with the bag of corn chips served with his lunch in San Antonio, Texas that he paid $100 for the recipe. In 1932, he started the Frito Corporation. Original Fritos ingredients are limited to whole corn, corn...
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
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
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
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
, and Strawberry Cheetos in Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
.
History
Cheetos were invented in the 1940s by FritosFritos
Fritos is the name of a brand of corn chips made by Frito-Lay. Elmer Doolin was so taken with the bag of corn chips served with his lunch in San Antonio, Texas that he paid $100 for the recipe. In 1932, he started the Frito Corporation. Original Fritos ingredients are limited to whole corn, corn...
creator Charles Elmer Doolin, who cooked early test batches in the Frito Company's Dallas, Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...
-based research and development kitchen. 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
Potato
The potato is a starchy, tuberous crop from the perennial Solanum tuberosum of the Solanaceae family . The word potato may refer to the plant itself as well as the edible tuber. In the region of the Andes, there are some other closely related cultivated potato species...
product called Fritatos. The success of Cheetos prompted Doolin and Lay to merge their two companies in 1961, forming Frito-Lay Inc. At the time, Cheetos was one of four large snack food brands produced by the company, which had annual revenues of $127 million. Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
in 1965, prompting further distribution of Cheetos outside of North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
.
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. 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.
As of 2011, Cheetos are produced, marketed and distributed under three different PepsiCo operating divisions: PepsiCo Americas Foods (which includes Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...
in the United States and Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, Sabritas
Sabritas
- History :Sabritas was founded in 1943 by Pedro Antonio Marcos Noriega as Golosinas y Productos Selectos in Mexico City. It produced and sold potato chips, corn chips and snacks, however it relied on a small distribution network which was mostly bicycle-based...
in Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
and Latin Americas Foods in Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
, Colombia
Colombia
Colombia, officially the Republic of Colombia , is a unitary constitutional republic comprising thirty-two departments. The country is located in northwestern South America, bordered to the east by Venezuela and Brazil; to the south by Ecuador and Peru; to the north by the Caribbean Sea; to the...
, Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
, Venezuela
Venezuela
Venezuela , officially called the Bolivarian Republic of Venezuela , is a tropical country on the northern coast of South America. It borders Colombia to the west, Guyana to the east, and Brazil to the south...
and Peru
Peru
Peru , officially the Republic of Peru , is a country in western South America. It is bordered on the north by Ecuador and Colombia, on the east by Brazil, on the southeast by Bolivia, on the south by Chile, and on the west by the Pacific Ocean....
.), PepsiCo Europe and PepsiCo Asia, Middle East & Africa. In 2010, worldwide annual sales of Cheetos totaled approximately $4 billion, making it the 11th-largest PepsiCo brand.
Products and distribution
The first Cheetos product was Crunchy Cheetos, invented in 1948 in San Antonio, TexasSan Antonio, Texas
San Antonio is the seventh-largest city in the United States of America and the second-largest city within the state of Texas, with a population of 1.33 million. Located in the American Southwest and the south–central part of Texas, the city serves as the seat of Bexar County. In 2011,...
. 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. 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.
Cheetos first entered Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
in 1976, followed by other countries such as Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
during the 1980s. In 1994, Cheetos became the first American brand of snack food to be made and distributed in China
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
. As the distribution of Cheetos expanded outside the U.S. to include more than 36 different countries, localized versions were produced to conform to regional tastes and cultural preferences.
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. These flavors were produced as the result of focus group testing, in which the original Crunchy Cheetos did not test as well. Strawberry Cheetos, a variation of the original Crunchy Cheetos dipped in a flavored icing, are produced and distributed in Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
. In India, Cheetos Whoosh are sold, made of ingredients such as whole grain
Whole grain
Whole grains are cereal grains that contain cereal germ, endosperm, and bran, in contrast to refined grains, which retain only the endosperm. Whole grains can generally be sprouted while refined grains generally will not sprout. Whole-meal products are made by grinding whole grains in order to make...
and vegetables. The sole Cheetos product produced in Australia is Cheetos Cheese & Bacon Balls.
Manufacturing
Cheetos are manufactured by blending cornCorn
Corn is the name used in the United States, Canada, and Australia for the grain maize.In much of the English-speaking world, the term "corn" is a generic term for cereal crops, such as* Barley* Oats* Wheat* Rye- Places :...
and water. 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
Fried
-People:* Avraham Fried, a popular musical entertainer in the Orthodox Jewish community* Charles Fried, a prominent conservative American jurist and lawyer* Daisy Fried American poet* Daniel Fried, a United States career diplomat, Ambassador and Special Envoy...
). 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. 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. As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
.
Promotion and mascot
The Cheetos brand is commonly recognized by association with its mascot
Mascot
The term mascot – defined as a term for any person, animal, or object thought to bring luck – colloquially includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name...
, an anthropomorphic cartoon
Cartoon
A cartoon is a form of two-dimensional illustrated visual art. While the specific definition has changed over time, modern usage refers to a typically non-realistic or semi-realistic drawing or painting intended for satire, caricature, or humor, or to the artistic style of such works...
cheetah
Cheetah
The cheetah is a large-sized feline inhabiting most of Africa and parts of the Middle East. The cheetah is the only extant member of the genus Acinonyx, most notable for modifications in the species' paws...
named Chester Cheetah
Chester Cheetah
Chester Cheetah is a fictional character and the official mascot for Cheetos brand snacks and Chester's Puffcorn. According to an article in The New York Times, DDB Needham Worldwide is responsible for the creation of Chester; however, an episode of Unwrapped claims that the mascot was created by...
. Chester first appeared in television commercials in 1983 as an animated cartoon character, adopting a sly, smooth-voiced personality. This character became the focus of more Cheetos commercials, eventually becoming the brand's official mascot. Chester has become known for concluding Cheetos advertisements with slogans
Slogan
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm . Slogans vary from the written and the...
, which have evolved over time. Chester was preceded by an earlier mascot--the Cheetos Mouse, which debuted in 1971 using the slogan "Hail Chee-sar!" The slogan "it ain't easy bein' cheesy" was used in the late 1980s and early 1990s, followed by “the cheese that goes crunch” until 1996, when it became “Dangerously cheesy.” In the early 2000s, Chester was first rendered as a computer-generated character in the United States; while continuing to appear in an animated form in some other countries where the brand is sold.
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. In February 2009, Cheetos was the subject of its first Super Bowl commercial. In the $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. The scenario depicted in this commercial exemplifies the adult-oriented themes of subversion
Subversion
Apache Subversion is a software versioning and a revision control system distributed under a free license. Developers use Subversion to maintain current and historical versions of files such as source code, web pages, and documentation...
and revenge, which continue to be prevalent in Cheetos advertisements produced since 2008.
In Popular Culture
Cheetos have been the subject of public and media attention on multiple occasions due to the unpredictable shapes that form during the manufacturing process. Cheetos have been found in shapes which resembled the appearance of popular or historical figures. A single Cheeto described as being in the shape of Michael JacksonMichael Jackson
Michael Joseph Jackson was an American recording artist, entertainer, and businessman. Referred to as the King of Pop, or by his initials MJ, Jackson is recognized as the most successful entertainer of all time by Guinness World Records...
doing the Moonwalk Dance
Moonwalk (dance)
The moonwalk or backslide is a dance technique that presents the illusion of the dancer being pulled backwards while attempting to walk forward. A popping move, it became most popular around the world after Michael Jackson executed the dance move during a performance of "Billie Jean" on Motown 25:...
sold for $35.18 on Ebay
EBay
eBay Inc. is an American internet consumer-to-consumer corporation that manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide...
in the summer of 2009, attracting national media coverage in the U.S. A couple who found a Cheetos snack in a shape they described as resembling Jesus Christ nicknamed it "Cheesus" and garnered media attention as a result of their consideration of selling on Ebay.