Somewhere between the reality and the myth, the myth came to fruition. Or at least there is little truth in the story. This is a story of achievement, a magnificent triumph of the American dream, with only one catch: it’s a lie. His venture succeeded, and he was immediately promoted to director of multicultural community marketing, leaping from janitor-cleaning boy to the office. In the face of the marketing department’s incompetence, Montañez, along with friends and family, multiplied sales efforts to create demand for those Cheetos designed for hardened appetites. When he got the green light, he went one step further. He immediately contacted Enrico directly to share the idea with him and get his approval. Inspired by a video featuring Frito-Lay CEO Roger Enrico, Montañez created a spicy recipe at home that, when mixed with Cheetos, became an explosive, yet tasty snack: Flamin’ Hot Cheetos were born. Yet one janitor, Richard Montañez, born on the outskirts of Los Angeles to a Mexican family, insisted that the Latino community did not eat Cheetos - the company’s flagship product - and that potential customers did not have a flavor that matched their tastes in the stores. At one of the factories belonging to Frito-Lay, a subsidiary of PepsiCo that produces all kinds of potato chips and snacks, the fear of layoffs as a result of a market in crisis seized its workers.
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