The Controversial Legacy of Flamin' Hot: Myth or Reality?

As an American citizen, the world of marketing often presents us with captivating stories. One such story is that of Richard Montañez, a former janitor turned Frito-Lay executive, who claimed to be the inventor of the famous Flamin' Hot Cheetos. However, according to a 2021 investigation by the Los Angeles Times, the truth seems to be different.

The New York Times article revealed that Montañez was not the inventor of Flamin' Hot Cheetos, which was quite inconvenient considering that a biographical film based on Montañez's memoir titled A Boy, a Burrito, and a Cookie: From Janitor to Executive was already in development.

But this did not deter the filmmakers. According to Eva Longoria, making her directorial debut with Flamin Hot, their intention was not to tell the story of Cheetos itself, but rather Richard Montañez's story and his truth. So, the film continued its production and is now available on Disney+ and Hulu.

Who is Richard Montañez? He started his career at Frito-Lay in 1976 as a janitor at the company's plant in Rancho Cucamonga, California. Over time, he climbed the ranks and became a marketing executive.

Did Montañez really invent Flamin' Hot Cheetos? According to the Los Angeles Times investigation, he did not. Based on interviews with former Frito-Lay employees, company records, and notable inconsistencies in his story, it was concluded that Montañez did not play a role in the invention of Flamin' Hot Cheetos.

However, Montañez did invent something at Frito-Lay: Flamin' Hot Popcorn, which was launched in 1994 as an extension of the Flamin' Hot line. Furthermore, according to an external consultant who worked on the test market for a new product line targeting Latinos in Los Angeles in 1994, Montañez was heavily involved in its development.

After a former employee questioned Montañez's claim in 2018, Frito-Lay conducted an internal investigation. While no evidence was found to support Montañez's involvement in Flamin' Hot Cheetos, the company acknowledged his rise from janitor to marketing director.

The company stated that records indicated a group of scientists and marketing executives at Frito-Lay's headquarters in Plano, Texas, developed the snack starting in 1989. The former employee who questioned Montañez was responsible for developing the brand, and according to Frito-Lay, she came up with the name Flamin' Hot.

Montañez has maintained his version of the story and argued that due to his low-level position in the company, there is a lack of documentation to support his claims. While the debate continues, PepsiCo, the parent company of Frito-Lay, recognized Montañez's contributions in the Hispanic consumer market.

In summary, the story behind Flamin' Hot Cheetos and Richard Montañez's involvement in its invention are surrounded by controversy. Although the film "Flamin' Hot" follows Montañez's narrative, investigations and testimonies suggest that his direct involvement may have been exaggerated. However, Montañez's story remains an inspiring example of overcoming obstacles and achieving success in the world of multicultural marketing.