Hulu’s new comedy “Flamin’ Hot” bills itself as the story behind the invention of one of the most recognizable snacks in the world: Flamin’ Hot Cheetos. At first glance, it has all the hallmarks of a story “based on a true story”: a quirky idea that leads to a utopian, made-for-film story that rises from obscurity and a Charismatic and assertive hero at the heart of it all. However, in reality, the film is less realistic than you think.
Who is Richard Montañez?
“Flamin’ Hot” is based on the memoir “A Boy, a Burrito and a Cookie: From Janitor to Executive” by Richard Montañez. Montañez grew up in a working-class Mexican-American family in California, and he dropped out of school to go to work. He was eventually hired as a janitor at Frito-Lay, which is where his story supposedly really begins.
In his book, Montañez describes how an apparent machine failure led him to create an iconic snack. According to his version of events, a machine broke down in the Cheetos line, resulting in a batch not coated with the signature orange cheese powder. Montañez writes that he brought home “simple” Cheetos and sprinkled them with chili powder instead, inspired by a street vendor in his neighborhood who sold Mexican sugar corn with lime. and chili powder.
As his friends and family liked the taste of the new product, Montañez began recommending it to Frito-Lay’s CEO, Roger Enrico. Around that time, Enrico sent out a video “telling all the employees that he wanted them to take ownership of the company,” according to CNBC, and Montañez wrote, “I called him without knowing it. you are not allowed to call the CEO.” Securing a meeting, Montañez showcased the product, and the rest was supposed to be history. Flamin’ Hot Cheetos became a phenomenon, and Montañez rose through the company, eventually landing an executive position at PepsiCo and building a career as a speaker on the story of poverty to riches. have his own.
In 2018, Fox Searchlight announced they would produce a movie based on his life story. It sounds like the American Dream.
Or, at least, until a few years ago.
Did Richard Montañez Invent Hot Cheetos?
In 2021, the Los Angeles Times published an investigative report that appeared to refute Montañez’s claims.
“None of our records suggest that Richard is involved in any capacity in the Flamin’ Hot test market,” Frito-Lay wrote in a statement sent to The Times, published as part of the report. of in-depth investigation. “We interviewed many employees involved in the test market and they all indicated that Richard was not involved in any role in the test market… , but we do not recognize the job. make Flamin’ Hot Cheetos or any Flamin’ Hot product for him.”
According to the Times article, Flamin’ Hot Cheetos was developed in 1989 through a fairly simple process, born out of a need to compete with other brands offering spicy snacks. Montañez started at the company as a janitor, and he came up with product ideas and eventually became a director-level role in the marketing department, but an interview Frito-Lay’s internal investigation, as well as the accounts of several employees involved at the same time, revealed that Montañez’s story about the invention of Flamin’ Hot Cheetos was incorrect. In fact, the “spicy snacks” project was first assigned to Lynne Greenfeld, a junior and recent MBA graduate who worked with several others on product development.
When the news broke in 2021, shortly after “Flamin’ Hot” was in production, the film’s creative team insisted that it was still a substantial story.
“Is Richard a bit of a stretch? Is his memory faulty here or there? Who knows,” screenwriter Lewis Colick told Variety. “Truth is the product… …I think the story is enough. The heart, soul and spirit of the story is the truth. He is a guy who should continue to be the face of the story. Flamin’ Hot Cheetos.”
