One way it has done that is with the dust. " incorporated Hot Cheetos - and the brand - and then the product itself into different areas of consumer's lifestyles," said Filippelli. We reached out to Frito-Lay for comment on this story but did not hear back. The company also said over 50% of Americans had tried Flamin' Hot Cheetos at some point. Information on Flamin' Hot is difficult to find, but in a 2022 interview with Eater, Frito-Lay said the spicy snack segment had grown 12% in the last four years. Today, Flamin' Hot Cheetos is part of $262.2-billion-a-year savory snacks industry in the United States. From 1990 to 2000, the population of foreign-born Mexicans more than doubled to 9.2 million people, according to the Migration Policy Institute. was seeing a boom in its Mexican population. at that time."Īt the same time the spicy snack entered the American market, the U.S. Obviously, a lot of spicy flavors in the food, and so there was an opportunity to really get in the space and take hold because there really wasn't anything that was coming to the U.S. "They're used to different flavors, particularly in Mexico. Hispanics come from countries where they're used to a different palate," Filippelli explained. "Mostly Mexican-American, but a lot of U.S. And it was the spicy, chili powder profile that attracted Latinos, especially those of Mexican descent. At the time, in the 90s, we mainly had the the basic potato chip flavors and maybe tortilla chips - and maybe Doritos with cheese," according to Filippelli.įlamin' Hot Cheetos were the first spicy snack to be mass-marketed to Americans. "You know, it wasn't easy to just go to the regular convenience store or the regular supermarket and pick up something like that. Colorado legislator apologizes after leaving loaded gun in Capitol bathroom
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