'Flamin' Hot' is an unexpected take on a legendary snack food.
explains: "It's the number one snack in the world – in the world – and it's a multibillion-dollar product that has gone past snacks. There's a makeup line, there's Mountain Dew, there's sushi, there's ice cream, there's mac and cheese. This Flamin' Hot brand has taken over." Even for the Cheeto-adverse, the Flamin' Hot variety is still responsible for "launching the entire spicy industry back in the '80s and '90s.
"He's, like, why don't you market it differently and do different products for different sectors of the market? And, before Richard, no major Fortune 500 company really did that. There was no multicultural marketing person. So he's really known as the godfather of Latino marketing."
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