![]() The sincere truth is, at PepsiCo, we believe in the strength and power of teams, and we attribute the launch and success of Flamin’ Hot Cheetos and other products to several people who worked at PepsiCo, including Richard Montañez.įar from being an urban legend, Richard had a remarkable 40-plus-year career at PepsiCo and made an incredible impact on our business and employees and continues to serve as an inspiration today. The information we shared with the media has been misconstrued by some, which resulted in confusion around where we stand, a range of emotions among our employees and consumers and a strain on our valued friendship with Richard Montañez and the Latino community. “But I will say this, you’re going to love your company more than they will ever love you, keep that in perspective.”Ī great deal has been recently discussed about the origin of Flamin’ Hot Cheetos. “I was their greatest ambassador,” he said. In an interview with Variety on Sunday, Montañez expressed chagrin at the way he was treated by the company in the Times story. The statement appears largely aimed at patching up the relationship with Montañez, who has served as a valuable brand ambassador in books and motivational speeches. The new PepsiCo statement also indicated that the company “can’t draw a clear link” between Montañez’s team and the separate group that was responsible for introducing Flamin’ Hot Cheetos. “Frito-Lay has not raised any issues with our reporting or sought a correction or clarification.” “The Times has been in contact with Frito-Lay since the article’s publication,” Bercovici continued. “Our story reported on his product ideas, including Flamin’ Hot Popcorn and the Sabrositas line, both pitched after Flamin’ Hot Cheetos were trademarked.” “PepsiCo’s new statement heralds Montañez for ‘taking the initiative to create new product ideas for the Cheetos brand,'” Bercovici wrote. Jeff Bercovici, deputy business editor at the Times, said on Twitter that the new statement “affirms our reporting.” “To be clear, we have no reason to doubt the stories he shares about taking the initiative to create new product ideas for the Cheetos brand, and pitching them to past PepsiCo leaders,” the company said. In the new statement, the company said it attributes the launch “and success” of Flamin’ Hot Cheetos “and other products” to several people, including Montañez. The company had told the Times that Montañez’s claim to have invented the snack was an “urban legend.” The company also said that it did “not credit the creation of Flamin’ Hot Cheetos or any Flamin’ Hot products to him.” The new statement did not challenge any of the facts unearthed in the Times’ investigation, but it did argue that some of the company’s earlier comments on the issue had been “misconstrued.” In the new statement, the company said that the issue has caused “a strain on our valued friendship with Richard Montañez and the Latino community.” ![]() “We’re not in the documentary business,” Colick told Variety.įor PepsiCo, the controversy complicates a feel-good story that highlighted the company’s outreach to the Latino market.
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