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{{short description|Brand of corn puff snack food}}
{{pp-pc1}}
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{{Use dmy dates|date=January 2016}}
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|image = CheetosCrop.jpg
|caption =
|type = [[Cheese curl]], [[popcorn]], [[macaroni and cheese]]
|currentowner = [[PepsiCo]] (via [[Frito-Lay]])
|origin = United States
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|website = {{url|https://www.cheetos.com/|cheetos.com}}
}}
'''Cheetos''' (formerly styled as '''Chee-tos''' until 1998) is a crunchy [[corn puff|corn]]-[[cheese 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 United States. 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 U.S.; worldwide the annual retail sales totaled approximately $4&nbsp;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]].<ref name="inventorspot">{{cite web|url=http://inventorspot.com/articles/strawberry_flavored_cheetos_sedu_10230|title=Strawberry Flavored Cheetos Seduce Sweet-Loving Snackers|publisher=inventorspot.com|access-date=2 December 2014|archive-date=23 January 2021|archive-url=https://web.archive.org/web/20210123085656/http://inventorspot.com/articles/strawberry_flavored_cheetos_sedu_10230|url-status=dead}}</ref>
 
==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 Lay|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.<ref>"Corn, Potato Chip Packaging Big Business in San Antonio", Dallas Morning News, 22 May 1949, Section XVIII, page 8</ref> The success of Cheetos prompted Doolin and Lay to merge their two companies in 1961, forming Frito-Lay Inc.<ref name=earlyhist>{{cite news|last=Fernandez|first=Manny|title=Cheese Whatevers, City Has Them by the Handful|url=https://www.nytimes.com/2010/08/04/nyregion/04cheez.html|access-date=1 July 2011|newspaper=The New York Times|date=3 August 2010|archive-date=25 January 2021|archive-url=https://web.archive.org/web/20210125025148/http://www.nytimes.com/2010/08/04/nyregion/04cheez.html|url-status=live}}</ref> At the time, Cheetos was one of four large snack food brands produced by the company, which had annual revenues of $127&nbsp;million.<ref name="highbeam">{{cite web|title=Frito-Lay, Inc. Company Profile for Students|url=http://www.highbeam.com/doc/1G2-3427200107.html|archive-url=https://web.archive.org/web/20121105061204/http://www.highbeam.com/doc/1G2-3427200107.html|url-status=dead|archive-date=5 November 2012|publisher=HighBeam Research|access-date=20 December 2010|date=1 January 1999}}</ref> Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo in 1965, prompting further distribution of Cheetos outside of North America.<ref name="comphistory">{{cite web|title=Frito-Lay History|url=http://www.fritolay.com/about-us/history.html|website=Frito-Lay North America, Inc.|access-date=20 December 2010|archive-date=12 April 2012|archive-url=https://web.archive.org/web/20120412105044/http://www.fritolay.com/about-us/history.html|url-status=live}}</ref>
 
While Cheetos waswere not the first snack food of its kind ([[Elmer's Fine Foods|Elmer's]] Chee Wee's were created in 1933<ref name=Elmer>[http://issuu.com/in_magazine/docs/1410web?e=0/9718171 Jamey Landry. 2014. Elmer's CheeWees—the Big Cheese of New Orleans. ''Inside New Orleans'', Vol. 1 (No. 1):94-96, 98-99.] Retrieved 2015-04-01.</ref>), newer competing products in the snack food category have since emerged—including [[Utz Quality Foods|Utz]] Cheese Curls, [[Herr's]] Cheese Curls and [[Wise Foods|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.<ref name=earlyhist /><ref name=competing>{{cite journal|last=Saporito|first=Bill|author2=Sarah Smith|title=How Borden Milks Packaged Goods|journal=Fortune Magazine|date=21 December 1987|url=https://money.cnn.com/magazines/fortune/fortune_archive/1987/12/21/69990/index.htm|access-date=1 July 2011|archive-date=6 March 2019|archive-url=https://web.archive.org/web/20190306235425/https://money.cnn.com/magazines/fortune/fortune_archive/1987/12/21/69990/index.htm|url-status=live}}</ref>
 
As of 2011, Cheetos are produced, marketed and distributed under three different PepsiCo operating divisions: [[PepsiCo#Frito-Lay North America|PepsiCo Americas Foods]] (which includes [[Frito-Lay]] in the United States and Canada,<ref name="busweek">{{cite web|title=PepsiCo, Inc. (PEP) Company Description|url=http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=PEP:US|archive-url=https://archive.today/20130102064938/http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=PEP:US|url-status=dead|archive-date=2 January 2013|website=Business Week|access-date=20 December 2010}}</ref> [[Sabritas]] in Mexico<ref name=sabritas>{{cite news|last=Savage |first=Mark |title=Circle of Fun |url=https://news.google.com/newspapers?id=AZZQAAAAIBAJ&dq=sabritas%20cheetos&pg=4618%2C3594902|access-date=1 July 2011|newspaper=The Milwaukee Sentinel|date=14 February 1995}}</ref> and [[PepsiCo#Latin America|Latin Americas]] Foods in Brazil, Colombia, Argentina, Venezuela, and Peru<ref name="profile">{{cite web|title=PepsiCo Investors Corporate Profile|url=http://pepsico.com/Investors/Corporate-Profile.html|work=PepsiCo|access-date=1 July 2011|archive-url=https://web.archive.org/web/20110712011724/http://www.pepsico.com/Investors/Corporate-Profile.html|archive-date=12 July 2011|url-status=dead|df=dmy-all}}</ref>), [[PepsiCo#Europe|PepsiCo Europe]] and [[PepsiCo#Asia|PepsiCo APAC]] and [[PepsiCo#Africa|AMESA]].<ref name=pepannualrpt>{{cite web|title=2010 PepsiCo Annual Report|url=http://pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf|work=PepsiCo, Inc.|access-date=1 July 2011|date=25 December 2010|url-status=dead|archive-url=https://web.archive.org/web/20110906155910/http://www.pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf|archive-date=6 September 2011|df=dmy-all}}</ref> PepsiCo also granted a license to the [[Strauss-Elite|Strauss-Elite company]] to distribute the Cheetos snack. In 2010, worldwide annual sales of Cheetos totaled approximately $4&nbsp;billion, making it the 11th-largest PepsiCo brand.<ref name=pepannualrpt />
 
In 2021, [[PepsiCo]] and [[Indofood]] announced that Indofood CBP has officially purchased all of the shares owned by [[Frito-Lay|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.<ref>{{cite news|last=Uly|first=Yohana Artha|date=2021-02-17|title=Sah Hubungan Berakhir, Indofood Borong Semua Saham Pepsi di Perusahaan Patungan Senilai Rp 494 Miliar|website=Kompas.com|publisher=Kompas Cyber Media|editor=Erlangga Djumena|url=https://money.kompas.com/read/2021/02/17/203700926/sah-hubungan-berakhir-indofood-borong-semua-saham-pepsi-di-perusahaan-patungan.|access-date=2021-02-22|archive-date=3 July 2023|archive-url=https://web.archive.org/web/20230703225103/https://money.kompas.com/read/2021/02/17/203700926/sah-hubungan-berakhir-indofood-borong-semua-saham-pepsi-di-perusahaan-patungan|url-status=live}}</ref> 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.<ref>{{Cite web |title=Cheetos, Doritos, and Lay’sLay's to remain in Indonesia following rebranding: reports |work=Coconuts |url=https://flipboard.com/article/https%3A%2F%2Fcoconuts.co%2Fjakarta%2Ffood-drink%2Fcheetos-doritos-and-lays-to-remain-in-indonesia-following-rebranding-reports%2F |access-date=2022-04-20 |via=Flipboard |language=en |archive-date=24 December 2022 |archive-url=https://web.archive.org/web/20221224140840/https://flipboard.com/article/https%3A%2F%2Fcoconuts.co%2Fjakarta%2Ffood-drink%2Fcheetos-doritos-and-lays-to-remain-in-indonesia-following-rebranding-reports%2F |url-status=live }}</ref>
 
==Products and distribution==
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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>
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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 ===
[[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>
 
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The Cheetos brand is commonly recognized by association with its second and current [[mascot]], an [[anthropomorphism|anthropomorphic]] sly, smooth-voiced [[cartoon]] [[cheetah]] named [[Chester Cheetah]]. Chester first appeared in television commercials in 1986, known for concluding Cheetos advertisements with [[slogan]]s, 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.<ref>{{cite web|url=http://www.trademarkia.com/dangerously-cheesy-75226133.html|title=Apply for a Trademark. Search a Trademark|website=trademarkia.com|access-date=10 April 2017|archive-date=10 April 2017|archive-url=https://web.archive.org/web/20170410215604/http://www.trademarkia.com/dangerously-cheesy-75226133.html|url-status=live}}</ref> 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.<ref name=chestermascot>{{cite news|last=Stevenson|first=Seth|title=Chester's Got a Brand-New Bag|url=http://www.slate.com/id/2186601/|access-date=12 September 2011|newspaper=Slate|date=17 March 2008|archive-date=11 April 2011|archive-url=https://web.archive.org/web/20110411090240/http://www.slate.com/id/2186601|url-status=live}}</ref>
 
Beginning in 2008, Cheetos advertising and promotion broadened in regardsregard to age appeal, with a revised focus on an adult demographic. In this personification, Chester speaks with a [[Mid-Atlantic English|mid-Atlantic accent]] and encourages people to use their Cheetos in acts of revenge or to solve problems.<ref name=chestermascot /> In February 2009, Cheetos was the subject of its first [[Super Bowl advertising|Super Bowl commercial]]. In the {{US$|3{{nbsp}}million|link=yes}}, 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.<ref name=superbowl1>{{cite news|last=Wong|first=Emily|title=Cheetos Joins Super Bowl Ad Parade|url=http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|access-date=12 September 2011|newspaper=AdWeek|date=29 January 2009|archive-date=10 October 2012|archive-url=https://web.archive.org/web/20121010030059/http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|url-status=live}}</ref><ref>{{cite web |url=http://adage.com/madisonandvine/article?article_id=134558 |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |publisher=adage.com |date=11 February 2009 |access-date=2 December 2010 |archive-date=18 February 2009 |archive-url=https://web.archive.org/web/20090218000707/http://adage.com/madisonandvine/article?article_id=134558 |url-status=live }}</ref> 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.<ref name=chestermascot />
 
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.<ref>{{cite web |last1=Learmonth |first1=Michael |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |url=https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |website=Ad Age |date=11 February 2009 |access-date=9 December 2018 |archive-date=9 December 2018 |archive-url=https://web.archive.org/web/20181209165650/https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |url-status=live }}</ref>
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[[Category:Frito-Lay brands]]
[[Category:The Smith's Snackfood Company brands]]
 
{{commonscat}}
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