Flamin Hot Cheetos at a shop for sale. Getty Images
Richard Montañez, who has claimed to be the mastermind behind Flamin' Hot Cheetos, is now taking his fight to court against PepsiCo, the parent company of Frito-Lay. Montañez, a motivational speaker and former Frito-Lay executive, alleges that the company has falsely discredited him, leading to a damaging "smear campaign" against him.
Montañez's lawsuit, filed on July 18, 2024, accuses PepsiCo of fraud, racial discrimination, and defamation. The complaint details how Frito-Lay's denial of Montañez’s involvement in creating the popular spicy snack has caused him significant harm. According to the lawsuit, the company's actions have not only affected his mental well-being but also damaged his career and reputation, leading to a loss of speaking engagements, book deals, and a documentary project.
Frito-Lay has previously stated that their records do not show Montañez’s involvement in the development of Flamin' Hot Cheetos. They have described his claims as an "urban legend" but emphasized that they still appreciate his contributions. PepsiCo has declined to comment on the ongoing litigation.
Judy and Richard Montanez at the screening of Eva Longoria’s movie “Flamin Hot” in Los Angeles on June 2, 2023. Getty Images
Montañez’s career has been deeply intertwined with his story of creating Flamin' Hot Cheetos. He began as a janitor at Frito-Lay and rose to become a vice president, a journey he details in his books and the film "Flamin' Hot," directed by Eva Longoria. The film, which stars Jesse Garcia as Montañez, has further amplified his story.
According to a 2021 report by the Los Angeles Times, Flamin' Hot Cheetos were developed by a team in Plano, Texas, and inspired by flavors popular in Chicago and Detroit. The report attributes the idea to a variety of sources, including retired Frito-Lay salesman Fred Lindsay and Lynne Greenfeld, who helped develop the brand. Montañez contends that he was the one who originally conceived the idea and presented it to PepsiCo’s then-CEO Roger Enrico.
Montañez has expressed his frustration and disappointment over the situation. He describes his home as his “calm space,” reflecting his desire to escape the stress and maintain his legacy despite the current controversies. The lawsuit underscores his determination to defend his contributions and restore his reputation.
