The former phenomenon was one of the themes of my “Taco USA” book. And their frustration over Sam’s article isn’t so much about Montañez rather than a microcosm of two big issues that continue to plague Mexicans in the United States: historical erasure and the continued yearning for heroes that white America can also embrace. But I understand why people are rallying behind Montañez. It’s easy to dismiss the critics as Flamin’ Hot Truthers who can’t see the Cheetos bag for the chip. Some even accused this paper of ulterior motives - best-selling author Julissa Arce, for instance, tweeted that The Times “just can’t stand us winning,” whatever that means. His supporters accused Sam of trying to tear down a successful Mexican, of wasting his time to investigate such a seemingly trivial matter. But another school of thought also emerged to defend Montañez. Sam’s story went viral, and many readers praised his work. But Sam found documents, people, videos and more evidence that showed Montañez had little, if anything, to do with the development of Flamin’ Hot Cheetos. The deposed Flamin’ Hot king’s resume is mostly real and truly impressive - the Ontario native did rise up from mopping floors to sitting in executive offices and on prestigious advisory boards. This past weekend, Sam crushed Montañez’s claims like a toddler squeezing a Cheeto into dust. I told Sam that, while I didn’t see any reason to discount Montañez, he should see if there was a there there. Times colleague Sam Dean asked me something I had never considered: What if Montañez hadn’t told the truth? You can also download the timeline using the links on the right side of this page.Then about a year ago, my L.A. This timeline chart was created using Timeline Maker Professional, which is available as a free trial here. Chester has grown immensely in popularity since then, starring in many commercials, video games and other promotional materials such as plush toys, t-shirts and figurines. It wasn’t until the mid-eighties that sly-talking Chester the Cheetah was introduced. See one of the original Cheetos Mouse commercials here. In 1971, Cheetos adopted the Cheetos Mouse who lasted as the brand mascot until the late seventies. Many would be surprised to learn that Chester wasn’t always the brand’s mascot. White Cheddar Cheetos (discontinued in 2010)Ĭheetos Xxtra Xxtra Flamin’ Hot (discontinued in 2013)Ĭheetos Super Flamin’ Hot (discontinued in 2013)Īs you can see in the Cheetos timeline above, Chester the Cheetah imagery is featured quite prominently. The History of Cheetos Chronology EventĬheetos Cheesy Checkers (discontinued in 1998)Ĭrunchy Nacho Cheetos (discontinued in 1997)Ĭheetos X’s and O’s (discontinued in 2000)Ĭheetos Salsa Con Queso (Crunchy) (discontinued in 2008)Ĭheetos Pizza Puffs (discontinued in 2006) The timeline we have created, The History of Cheetos Timeline, shows the variety of flavors and when they were introduced (and some subsequently discontinued). In addition to the original crunchy Cheetos, there are 21 other current flavors in North America, with even more variations worldwide. The original crunchy Cheetos, invented in 1948, are still being sold today, nearly 70 years later. Although they aren’t the inventors of the cheese puff snack, Frito-Lays Cheetos are definitely the leading brand of cheese puffs having grown to more than $4 billion in annual worldwide sales.
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