Schools have banned the snack altogether over concerns about its popularity with children. With their spicy kick and neon-red flavor dust, Flamin’ Hot Cheetos have inspired viral rap videos, Instagram-worthy menu items and streetwear designs. Montañez is a charismatic speaker, and his tale of a Mexican American underdog whose ingenuity conquered the corporate world is a rags-to-riches fable baked into the origin of a wildly popular snack.
