At the start of 2016, Cheetos was facing its greatest competition—Cheetos itself. Year-over-year sales had increased continually for nine years. 1 Their share of the cheese-puff market was incredibly ...

A former janitor at Frito-Lay, Richard Montañez, pitched the idea of Flamin’ Hot Cheetos to the CEO of PepsiCo, owner of Frito Lay, after sprinkling chili powder on a batch of undusted Cheetos ...