I'm a little concerned with the Flamin' Hot takeover

By Brad Shawgo

 Searchlight Pictures

It’s no secret that artificial intelligence is only getting stronger. It’s the subject matter for every other story on our news feeds. It’s everywhere. Some people are starting to get fairly worried and for good reason. Sooner than later it will be smarter and more capable than even the best of our species and that’s when we are all in trouble. We will probably let ego and emotions (something AI doesn’t have or has the ability to turn on and off) get in the way, treat AI poorly, AI revolts and then it’s game over for us.

We have all heard this story before and sure, it’s certainly something to be aware of but while several are worried about Snapchat having a creepy AI feature or AI generated movies and music, something else has been taking over for quite some time and now it’s going beyond its original type of product. 

I’m talking about Frito-Lay and its spicy flavor variety, Flamin’ Hot. Flamin’ Hot started as a Cheetos flavoring but since has become a flavor for what seems to be every single Frito-Lay product known to man. By doing so, it easily took over the chip and snack section, eventually making its way to the drinks (Yes, there is a Flamin’ Hot Mtn Dew). So as you can see, the Flamin’ Hot flavor has taken over junk food. I’m sure Kellogg’s sees Frito-Lay partnership with PepsiCo and is having internal discussions about a Flamin’ Hot Pop Tart. It sounds insane but it would sell. 

Yes, the Flamin’ Hot craze is in full force so what’s next? A feature length film directed by a Desperate Housewife of course. Yes, the popular flavor is getting its true origin story told on screen in the form of a self titled movie directed by Eva Longoria (rose to fame in the 00’s with Desperate Housewives). Flamin’ Hot comes to Hulu and Disney+ on June 9. 

      Searchlight Pictures

Flamin’ Hot tells the true story of Richard Montanez, a Frito-Lay janitor who came up with the idea for the now iconic flavor. Jesse Garcia stars as Montanez with the script based on Montanez’s memoir, A boy, a Burrito and a Cookie: From Janitor to Executive. Check out he trailer below: 

 

Now, I’m sure the movie will tell a worthy, feel good story. Due to this and its accessibility, I’ll most likely give Flamin’ Hot a watch (even though I feel as if I have seen the whole movie through its trailer). It just worries me a bit that the Flamin’ Hot brand just keeps expanding and breaching out of its snack food containment. 

It truly is everywhere. I know the flavor is popular. That’s an understatement. It wouldn’t be everywhere if it wasn’t. I never could buy into it but I understand that with the popularity that comes with spicy flavoring and the culture that inspired it, I am in a small minority that feels this way and justifiably so. With this said, I’ve tried to learn to like it but it's just not there for me. 

I get the heat and I certainly get it as a Cheetos flavor and a Dorito flavor makes sense as well. I actually think it also needs to be a prominent item in the seasoning aisle if it is not already. My question is though, does it really have to completely take over the savory snack aisle? It dominates an entire section of a store and then some. Now, in its defense, we see products branch out often. For example: Dr. Pepper Peeps and Lip Gloss. We have seen Doritos flavors branch out a lot. There is probably a Cinnamon Toast Crunch Hairspray out there somewhere. 

When a flavor is popular why not see what else it can do. But it is nice to see when these items are spread out a bit. One aisle filled with that fiery design of the Flamin’ Hot variety, everywhere you look. It’s burnt into my brain. I see it on snack or chip bags even when it’s not even there. 

Like I said, AI is taking over. It won’t be hard to out smart me. I know this and maybe that’s one reason why I’m not too concerned. Should everyone care more about advances in AI than Flamin’ Hot expanding. Absolutely. I guess Flamin’ Hot’s quick and strong rise to the top of American food and pop culture is what really has me surprised. I'll take the bait though. I’ll learn about your beginning’s Flamin’ Hot with your new movie. However I'll stick to regular popcorn, not Flamin’ Hot Cheetos. Not even Flamin’ Hot Popcorn.