It’s the latest trend, and the snappiest. Crunchy foods are making some noise. Ya talk about your Cheetos, well at first that’s all they were, but boy were they something. Made our digits yellow, our favorite color. So Frito-Lay made Cheetos Cheese Puffs, good but not a category killer, these softer salient morsels were a mouthful but never triumphed in the market like their crunchier cousins. So they made the Cheeto spicy, as in Flamin Hot Cheetos. A winner! But wait, there’s even more! The intractable mascot Chester is now suggesting you side dish some Limon Cheese flavored snacks and some Cheddar Jalapeno Cheetos with a spattering of Chili Cheese Fantastix to boot. These are toasty, tasty tidbits that a man could live on for the rest of his days in crispy, crunching bliss. Would that the Dallas based corporation send this editor a case of the yellow tinged corn crisps, and a lifetime membership to the Chester the Cheetah fan-club he could live out his days ever tilting and rattling the cellophane bag till the last crumb danced upon his tongue and ground between his molars.
Crunchy foods are all the rage, Frito Lay didn’t need to come up with their devil may care spokesman to sell their wares, but it didn’t hurt. The company already had a bang-up selection of snack foods and who among us can eat just one of those light, delectable Lays Potato Chips. They were merely ahead of their time. They saw crunchy, and tasty for what it really was, and always has been, the pinnacle of delicious delights. Now Kellogg’s Raisin Bran is good stuff, we love it, but let it sit in milk too long and, well, it’s just so so. The advent of granola meant Kellogg’s had to step up, and so they did and Crunchy Raisin Bran was born, only one problem, if it sat too long in milk….. That makes Frito Lay a genius, one doesn’t pour milk over their product, one has a glass of milk on the side. Cereal manufacturers should heed that lesson, or maybe they did with granola bars.
Just how much crunchness can one get out of the Frito Lay company? Well, there’s the namesake Frito, and the dipping size Frito, and the Chili Cheese Frito, the Bar-B-Cue Frito, the Dorito, the Cool Ranch Dorito, the Rold-Gold Pretzel, the Funjun, the Tostito, the Ruffles with ridges, it’s too much to type about all these tasty treats, time for a trip!
Crunch is the do-all end-all in producing many palatable food products. No one likes a soft Rye-Crisp, (but we still save ours to make soup, plus extra packets of black pepper from McDonalds), hence the name Rye-Crisp instead of Rye-Mush. Food scientists and chefs are always striving to make what we love crunchy, it satisfies, it makes noise, tells the world we aren’t afraid to eat. Would that they all learn something from the experts at Frito-Lay, and that cavalier Chester, connoisseur of all things snappy.