Flamin’ Hot (2023)

Director: Eva Longoria

Starring: Jesse Garcia, Annie Gonzalez, Emilio Rivera

This is the inspiring true story of Richard Montañez who, as a Frito Lay janitor, disrupted the food industry by channeling his Mexican heritage to turn Flamin’ Hot Cheetos from a snack into an iconic global pop culture phenomenon.

To some extent, I guess, ‘Flamin Hot’ can be seen as an inspirational film, never giving up on your dreams no matter how long it takes.

They say Hollywood is running out of ideas. Now they’re even making movies about making crisps! This ‘true story’ sees Richard Montañez (Jesse Garcia) working as a janitor for Frito-Lay. He married his school sweetheart Judy (Annie Gonzalez) and has a couple of kids. Both have a criminal background, but since going straight they are battling financially.

Set about three decades ago and with Richard being Mexican, this allowed for (too much) racist remarks. Although these remarks are mainly comical, they definitely tried to get the message across, and I found these remarks mostly annoying. At times ‘Flamin Hot’ came across as Mexican propaganda, anti-racism propaganda, and an extended advert for the Frito-Lay company – especially their Cheetos brand.

Did I find the film entertaining? Yes and no. Having done research on the subject matter, its unclear just how much truth there is in this ‘true story’. Most of the events are Richard’s version of the story, while there’s no proof to substantiate his claims of ‘inventing’ the hot Cheetos – “for the Latinos”, as he put it. I enjoyed Jesse Garcia’s portrayal as Richard Montanez, and I enjoyed the underlying theme of following one’s dreams. As for flamin’ hot Cheetos, yes, they are delicious!

Would I watch it again? No.