WEBVTT - Savor Classics: Cheese Curls (What the Puff?) 0:00:08.840 --> 0:00:11.039 Hello, and welcome to Savior production of Buyhart Radio. 0:00:11.080 --> 0:00:13.680 I'm Annie Reese and I'm Lauren Vogelbaum, and today we 0:00:13.720 --> 0:00:18.799 have a classic episode for you about cheese curls, mostly Cheetos, 0:00:19.079 --> 0:00:21.600 but also generic brands. 0:00:23.800 --> 0:00:28.480 I did have to clarify this point earlier because I 0:00:28.560 --> 0:00:30.840 was like, wait, I don't remember doing an episode on 0:00:30.920 --> 0:00:35.199 cheese curls, and then seconds later I was like, oh, Cheetos, Cheetos. 0:00:34.920 --> 0:00:38.559 You mean Cheetos, Uh huh, yep, cheesypoofs, you know the 0:00:38.600 --> 0:00:39.040 whole thing. 0:00:39.120 --> 0:00:39.680 Yeah. 0:00:39.760 --> 0:00:43.280 Yeah, this one is from September of twenty eighteen, and 0:00:43.720 --> 0:00:47.800 we were so chipper. I almost didn't want to run 0:00:47.840 --> 0:00:50.960 this episode because we are so chipper here, and I'm like, 0:00:51.080 --> 0:00:54.400 is this appropriate? Is this appropriate for our modern times? 0:00:57.040 --> 0:01:03.400 I think people could use some chipper? Yeah? Yeah, yeah. 0:01:03.440 --> 0:01:06.840 And as I said to you, we talked about a 0:01:06.959 --> 0:01:09.959 video game, a branded video. 0:01:09.720 --> 0:01:13.040 Game with Chester Cheetah Oh yeah, and I think. 0:01:14.520 --> 0:01:17.399 You know, if that brings anyone joy like it did me, 0:01:19.440 --> 0:01:20.160 we should do it. 0:01:20.520 --> 0:01:22.360 Yeah. Oh yeah, yeah, No, this is a this is 0:01:22.400 --> 0:01:25.760 a joyous episode there. I mean, from the way that 0:01:25.800 --> 0:01:29.760 they're made to all of these weird marketing details, it's a. 0:01:30.040 --> 0:01:37.720 It's a thing of beauty, so forgive our perky tone. 0:01:35.080 --> 0:01:38.240 Yeah. 0:01:39.160 --> 0:01:42.160 It also made me think of our super producer Dylan 0:01:42.240 --> 0:01:43.479 and that brings me joy. 0:01:44.200 --> 0:01:46.720 Oh yeah, yeah, because he is a he's a cheetoh genius. 0:01:46.760 --> 0:01:50.360 He eats them with chopsticks as so to avoid getting 0:01:50.680 --> 0:01:52.120 the dust everywhere. 0:01:52.960 --> 0:01:59.320 Yes, yes, excellent, excellent stuff. Was there any particular reason 0:01:59.360 --> 0:02:01.200 this one was on your mind to bring back Lord? 0:02:01.400 --> 0:02:03.760 Nope, it was just it was in the archive. I 0:02:03.840 --> 0:02:07.120 was like, oh, that was a fun one. Here we are, yeah, 0:02:07.160 --> 0:02:11.919 here we are. Although there is some recent Cheetos news 0:02:12.040 --> 0:02:14.880 that I would like to share with you. So just 0:02:15.000 --> 0:02:18.960 this month, March of twenty twenty five, still a really 0:02:19.000 --> 0:02:19.800 weird number to me. 0:02:21.000 --> 0:02:21.440 Okay. 0:02:21.639 --> 0:02:25.600 So there was a flame and hot Cheeto that someone 0:02:25.680 --> 0:02:31.920 found that has shaped more or less like the Pokemon Charizard. Okay, 0:02:33.120 --> 0:02:37.400 and it's sold at auction this month for nearly ninety 0:02:37.520 --> 0:02:44.280 thousand dollars like eighty seven thousand something wow for auction. 0:02:44.560 --> 0:02:49.440 It was packaged on this custom Pokemon card and labeled 0:02:49.880 --> 0:02:55.080 Cheeto's Ard, which has one hundred and twenty HP if 0:02:55.160 --> 0:02:56.760 you if you need to know that, if that helps 0:02:56.800 --> 0:03:00.480 you in any way. There were some sixty bits on it, 0:03:01.440 --> 0:03:06.360 and the auctions description explained that this cheeto and I 0:03:06.480 --> 0:03:10.640 quote was initially discovered and preserved sometime between twenty eighteen 0:03:10.639 --> 0:03:14.240 and twenty twenty two. The cheeto surged in popularity on 0:03:14.280 --> 0:03:16.400 social media platforms in late twenty twenty four. 0:03:19.480 --> 0:03:24.120 Okay, how much do you want to bet either Dylan 0:03:24.400 --> 0:03:30.360 or Andrew superproducers were involved in this? Both? 0:03:30.400 --> 0:03:33.840 I hope, I mean yeah, although I would hope that 0:03:33.840 --> 0:03:36.080 they would tell us about it if they had. You know, 0:03:36.120 --> 0:03:38.720 I don't want to learn from Google. That's rude. 0:03:39.920 --> 0:03:41.760 Yes, well, let us know. 0:03:42.040 --> 0:03:44.480 I do have a friend who loves both Cheetos and 0:03:44.600 --> 0:03:47.400 Charis Art, so I should chick in with her as well. 0:03:49.880 --> 0:03:52.000 It does, you know, Like I don't always I don't 0:03:52.000 --> 0:03:54.360 always like see the image in the clouds that people 0:03:54.400 --> 0:03:56.600 are talking about with things like this, but it does. 0:03:56.840 --> 0:04:00.200 It does look like Charis Aard, like for like a 0:04:00.280 --> 0:04:01.360 flick from a profile. 0:04:01.880 --> 0:04:02.200 Yeah. 0:04:03.320 --> 0:04:08.400 I also love that the preserved sometime between twenty eighteen 0:04:08.920 --> 0:04:10.280 and twenty twenty. 0:04:10.520 --> 0:04:13.160 That's a large crow. That's a large range. 0:04:15.440 --> 0:04:17.920 It makes it sound like a fossil, which I love. 0:04:19.960 --> 0:04:24.120 Has anyone radiocarbon dated this cheetos ared right. 0:04:25.839 --> 0:04:29.599 I mean, see, it's hard not to be chipper about Cheeto, dude. 0:04:29.480 --> 0:04:32.280 It is. 0:04:33.600 --> 0:04:35.440 Oh heck, all right, Well. 0:04:36.839 --> 0:04:41.400 I guess we should let former Annie and Lauren take 0:04:41.440 --> 0:04:53.120 it away. 0:04:53.760 --> 0:04:55.159 Hello, and welcome to food Stuff. 0:04:55.160 --> 0:04:58.640 I'm Anniris and I'm Lauren vocal Bomb, and today we're 0:04:58.680 --> 0:05:03.720 talking about cheat and other cheese puffs, cheeseypoofs, whatever you 0:05:03.760 --> 0:05:04.360 want to call them. 0:05:04.400 --> 0:05:08.760 I did keep calling them cheesypoofs. That's from South Park, Yeah. 0:05:08.680 --> 0:05:11.080 As we learned in the fictional trivia thing. I mean 0:05:11.160 --> 0:05:13.680 also from watching the show. But I think that's why 0:05:13.680 --> 0:05:14.559 it's been on my mind. 0:05:14.720 --> 0:05:15.600 Ah. 0:05:15.720 --> 0:05:18.799 Yes, there's a lot of things to say about Cheetohs. 0:05:19.040 --> 0:05:21.760 There is that. This episode was inspired by our super 0:05:21.760 --> 0:05:26.400 producer Dylan and his Cheeto genius. He eats Cheetoh's chopsticks. 0:05:26.480 --> 0:05:29.839 It keeps everything nice and clean and neat. He's doing 0:05:29.880 --> 0:05:31.960 it currently, he is right this very. 0:05:31.839 --> 0:05:36.320 Moment, and it is delightful. Yes, So I want to 0:05:36.360 --> 0:05:38.400 start out with a question. Do you know the game 0:05:38.480 --> 0:05:39.760 A Jack in the Bucks? 0:05:39.920 --> 0:05:44.120 I believe we've played it in line for rides at 0:05:44.120 --> 0:05:44.800 Disney World. 0:05:44.839 --> 0:05:47.120 Oh that was heads up? 0:05:47.200 --> 0:05:49.039 Oh, okay, okay, sorry. 0:05:48.720 --> 0:05:50.520 Man, we did get a lot of enjoyment out of that. 0:05:50.680 --> 0:05:52.559 But I am familiar with the game Jack in the Box. 0:05:52.600 --> 0:05:55.440 It's like a series of games, sure, but you play 0:05:55.480 --> 0:05:58.240 it usually on your phone with other people in the room, 0:05:58.279 --> 0:05:59.680 and all the phones connect to the TV. 0:06:00.440 --> 0:06:02.120 And there's one that is sort of. 0:06:02.080 --> 0:06:05.960 Like a March Madness brackets thing where people vote to 0:06:06.000 --> 0:06:09.360 determine what being in the bracket should advance. And one 0:06:09.640 --> 0:06:15.960 of the competitions or questions is around the sexiest mascot, 0:06:16.560 --> 0:06:24.280 and Chester of the Cheetos always wins, no contest, no 0:06:24.320 --> 0:06:28.640 one votes for anyone else. And I've pondered it sometimes 0:06:28.720 --> 0:06:30.520 I'm like, I mean, I. 0:06:30.520 --> 0:06:35.840 Suppose, you know, as Chester himself might say, it's not 0:06:35.920 --> 0:06:37.000 easy being cheesy. 0:06:38.400 --> 0:06:42.840 No, we know. Every time we record we know the battle. 0:06:43.920 --> 0:06:46.960 Also another cultural thing I want to mention is super 0:06:47.080 --> 0:06:51.240 disilted Dads. The taste of loneliness is the parody brand 0:06:51.480 --> 0:06:54.360 on thirty Rock. That's what Liz Lemon eats when she's 0:06:54.400 --> 0:06:57.040 sad or you know, upset or just in general because 0:06:57.040 --> 0:07:00.360 she's usually pretty oh yeah yeah, Baseline a little bit, 0:07:00.560 --> 0:07:01.960 a little bit upset at people. 0:07:02.080 --> 0:07:06.839 Yeah, I love it. I love it. But all right, Cheetos, 0:07:07.320 --> 0:07:07.840 what is. 0:07:07.800 --> 0:07:12.000 It Cheetos are a name brand of cheese puffs, which 0:07:12.040 --> 0:07:14.800 are a snack made of puffed corn dough that's either 0:07:14.880 --> 0:07:18.560 baked or fried and then coated in either dehydrated cheese 0:07:18.720 --> 0:07:20.480 or a cheese flavored. 0:07:20.120 --> 0:07:24.200 Powder cheese flavored powder, cheese. 0:07:23.960 --> 0:07:27.760 Flavored powdered yes, depending on your level of actual cheese, 0:07:27.760 --> 0:07:31.560 and there there's certain marketing restrictions on what you can 0:07:31.600 --> 0:07:32.480 actually call something. 0:07:33.200 --> 0:07:33.600 Love it. 0:07:33.760 --> 0:07:36.800 Yeah. Cheese puffs, by the way, here are are not 0:07:36.880 --> 0:07:40.960 to be confused with gagere, which are French pastry puff 0:07:41.000 --> 0:07:43.280 bites that are made with just an impressive amount of 0:07:43.320 --> 0:07:46.800 grey are cheese and are so delicious, so good. Sometimes 0:07:46.840 --> 0:07:47.920 they come stuffed with things. 0:07:48.000 --> 0:07:50.680 Yes, oh oh, indeed. 0:07:50.800 --> 0:07:55.960 Yeah, it's like cheese flavored chew and it's just so good. 0:07:56.320 --> 0:07:58.080 Anyway, Yes, we must move on. 0:07:58.240 --> 0:08:01.040 We do that. It's all who other episode about puff 0:08:01.080 --> 0:08:03.280 pastry at some point in the future. I'm a little 0:08:03.280 --> 0:08:05.920 bit intimidated by it in a baking and a science standpoint, 0:08:05.960 --> 0:08:10.680 but we're gonna come back to it. Meanwhile, Cheetos, Yeah, 0:08:10.800 --> 0:08:15.160 how they're made is great. I'm really excited about this 0:08:15.200 --> 0:08:17.800 because they're because they're basically a different form of popcorn. 0:08:18.160 --> 0:08:22.400 What yoh, oh, I couldn't be more on board. 0:08:23.200 --> 0:08:26.680 You start, You start the cheeto process with three simple 0:08:26.920 --> 0:08:31.560 ingredients and one kind of complicated one corn meal, water, oil, 0:08:31.920 --> 0:08:33.319 and flavor coating. 0:08:34.160 --> 0:08:35.080 Flavor coating. 0:08:35.200 --> 0:08:37.640 The flavor coating will come back to you later. But okay, 0:08:37.679 --> 0:08:40.160 so did you listen to or perhaps, if you're Annie 0:08:40.160 --> 0:08:43.160 and sitting across from me, participate in our popcorn episode. 0:08:43.280 --> 0:08:46.800 I just listened to it on refeat at night and 0:08:47.000 --> 0:08:50.280 over heart dreaming of what. 0:08:50.280 --> 0:08:50.719 Could be. 0:08:53.240 --> 0:08:55.280 All right if you if you did listen, or if 0:08:55.320 --> 0:08:59.120 you listen every night, you might remember that corn kernels 0:08:59.400 --> 0:09:03.400 contain a mix of proteins and starches that, when heated 0:09:03.440 --> 0:09:09.040 with a little bit of moisture under pressure, will gelatinize. Yeah, 0:09:09.080 --> 0:09:11.280 they turn into this kind of kind of fun goo. 0:09:11.600 --> 0:09:15.040 If you release the pressure, the goo will rapidly expand 0:09:15.080 --> 0:09:18.160 into a foam that cools at room temperature into a 0:09:18.280 --> 0:09:22.000 solid fluff. A kernel of popcorn is its own little pressure 0:09:22.000 --> 0:09:24.920 cooker when it's heated up. But when you've got corn meal, 0:09:25.400 --> 0:09:28.760 you've got to provide the pressure along with the temperature 0:09:28.960 --> 0:09:33.920 in order to create this puffing scenario. So therefore, cheese 0:09:33.960 --> 0:09:39.520 puffs are extruded. Extrusion is a scary sounding word, but 0:09:39.920 --> 0:09:42.400 it just means that you've got a machine that lets 0:09:42.400 --> 0:09:45.240 you push dough through a tube with a dye or 0:09:45.240 --> 0:09:48.360 a mold on the end to create different shapes, like 0:09:48.240 --> 0:09:51.360 a playdough machine. Oh yeah, except in this case, your 0:09:51.400 --> 0:09:53.599 playdough machine is filled with corn meal and just a 0:09:53.679 --> 0:09:55.960 little bit of water, and it heats this mixture up 0:09:56.200 --> 0:09:59.760 to just about the boiling point of water, and there's 0:09:59.800 --> 0:10:02.880 this screw on the inside of the pipe that shears 0:10:03.000 --> 0:10:05.880 the hot corn meal against the sides of the tube, 0:10:05.960 --> 0:10:09.280 creating enough pressure that the water boils and the corn 0:10:09.360 --> 0:10:13.920 meal gelatinizes. So when it goes through that die at 0:10:13.960 --> 0:10:17.280 the end into the relatively cool and low pressure environment 0:10:17.360 --> 0:10:21.000 that we call normal air, the goo expands into foam 0:10:21.280 --> 0:10:24.280 and cools to a solid in a split second. And 0:10:24.559 --> 0:10:26.240 the shape of the dye and the way that you 0:10:26.360 --> 0:10:29.120 cut the dough as it comes out will determine the 0:10:29.200 --> 0:10:35.000 shape of your cheese puff. And I'm actually somehow downplaying 0:10:35.280 --> 0:10:38.640 how completely rad this is. That the machine is moving 0:10:38.760 --> 0:10:40.880 fast enough and at high enough pressure that when the 0:10:40.920 --> 0:10:43.520 puffs come out, they actually fly three feet through the 0:10:43.559 --> 0:10:46.760 air and hit this net or cage that drops them 0:10:46.760 --> 0:10:48.320 down onto a belt to go on through the rest 0:10:48.320 --> 0:10:48.960 of the process. 0:10:49.520 --> 0:10:52.080 Ah, I see a video of this so badly. 0:10:52.559 --> 0:10:56.480 Yes, but we're not done yet. 0:10:56.600 --> 0:10:57.120 There's more. 0:10:57.400 --> 0:11:01.040 Yes, there's more for flavor and crunch and to reduce 0:11:01.080 --> 0:11:03.000 the amount of moisture left in the puffs. You know, 0:11:03.200 --> 0:11:06.400 you don't want a soggy Cheeto. The puffs will move 0:11:06.720 --> 0:11:09.680 through either a fryer or an oven. Cheetos are generally 0:11:09.760 --> 0:11:12.920 fried unless they say baked on the package, and then 0:11:13.040 --> 0:11:14.079 they're probably baked. 0:11:14.559 --> 0:11:15.200 Yeah, weird. 0:11:16.040 --> 0:11:17.840 Then they're ready for flavor. 0:11:18.800 --> 0:11:19.000 Oh. 0:11:19.840 --> 0:11:22.280 They'll either be spritsed with oil and then tossed with 0:11:22.400 --> 0:11:24.960 dry seasonings, or, in the case of Cheetos, sent into 0:11:25.000 --> 0:11:29.280 this tumbler drum that simultaneously tosses them and also sprays 0:11:29.360 --> 0:11:32.520 them with this pre mixed oil plus seasonings kind of stuff. 0:11:33.800 --> 0:11:36.800 This drum is called a flavor reel. By the way, 0:11:37.400 --> 0:11:40.480 our e favor Our e e L flavor reel. 0:11:41.080 --> 0:11:41.400 Hmmm. 0:11:42.360 --> 0:11:47.680 I love everything about this. The coated puffs are allowed 0:11:47.720 --> 0:11:50.960 to dry out, and they're packaged, and the entire process 0:11:51.040 --> 0:11:55.400 of creating this packaged product takes like less than twenty minutes. 0:11:56.080 --> 0:11:58.400 I have some kind of weird desire to just like 0:11:58.720 --> 0:12:04.640 stand and fill the net and be pelted with ga Almost. 0:12:06.040 --> 0:12:07.800 That is slightly strange, but. 0:12:08.240 --> 0:12:11.000 I want to be in like a beekeeping soup. I 0:12:11.080 --> 0:12:12.360 don't know what this says about. 0:12:12.160 --> 0:12:13.439 Me, Lauren, I don't know. 0:12:13.600 --> 0:12:17.360 I can't deny that it sounds delightful. I just want 0:12:17.400 --> 0:12:22.719 to spread my arms wide and just receive, receive the 0:12:23.120 --> 0:12:24.080 corn puff goodness. 0:12:24.280 --> 0:12:26.719 Yeah. Yeah, as wacky as it all is, it is 0:12:26.840 --> 0:12:30.360 this highly scientific process. You have to get the just 0:12:30.480 --> 0:12:33.320 the right moisture content in the original corn meal itself, 0:12:33.360 --> 0:12:35.520 and also once you add the water, and also throughout 0:12:35.559 --> 0:12:38.880 the whole process, and also when you're packaging it. Cheetos 0:12:38.880 --> 0:12:42.000 has an in house lab that analyzes the chemical composition 0:12:42.400 --> 0:12:45.880 of their product once every thirty minutes wow, and then 0:12:45.920 --> 0:12:48.959 once every four hours, a panel of four tasters will 0:12:49.000 --> 0:12:54.000 inspect a sample, comparing it to reference Cheetos that are 0:12:54.120 --> 0:12:57.760 flown in by the powers that be. It is so scientific, 0:12:58.240 --> 0:13:02.000 fantastic reference Cheetos. Who gets to be the tasters? It's 0:13:02.000 --> 0:13:03.800 just like a job you chained for your whole life. 0:13:03.840 --> 0:13:04.319 I think it is. 0:13:04.440 --> 0:13:07.000 The rocky theme is planning and you're like dinner, dinner, 0:13:07.320 --> 0:13:08.199 eating cheetahs. 0:13:10.720 --> 0:13:12.600 I didn't ask. There's no one that I could ask. 0:13:13.120 --> 0:13:15.280 Okay, if you know right in yes please. 0:13:15.720 --> 0:13:19.160 There's also a recipe for making your own up on 0:13:19.280 --> 0:13:23.880 splendid Table. It involves steaming tapioca and corn flour dough 0:13:23.960 --> 0:13:27.800 for an hour, dehydrating pieces of it for up to 0:13:27.960 --> 0:13:30.000 ten hours, and then deep frying them. 0:13:31.520 --> 0:13:31.760 Wow. 0:13:32.000 --> 0:13:33.960 I was almost scared to link this because I feel 0:13:33.960 --> 0:13:34.719 like you're gonna go do it. 0:13:36.320 --> 0:13:40.839 Yeah, yeah, and I suspect it won't go well for me, 0:13:42.040 --> 0:13:45.760 but you know, I won't know until I try exactly 0:13:46.760 --> 0:13:49.280 like a very big, broad shruggy gesture. 0:13:50.360 --> 0:13:56.280 In terms of nutrition, mm hmm, baked baked cheese puffs 0:13:56.320 --> 0:13:59.080 aren't too bad for you, but the fried one's uh, 0:14:01.160 --> 0:14:05.320 nutritionally speaking, you know, they're mostly oil and simple carbohydrates. 0:14:05.559 --> 0:14:09.320 You know, it's just fat and like the specific type 0:14:09.320 --> 0:14:12.599 of sugars that carb sugars that get you like a 0:14:12.679 --> 0:14:15.800 little bit high. Oh, I mean, not like high high, 0:14:15.880 --> 0:14:17.800 but they just perk you up real quick. 0:14:18.880 --> 0:14:19.160 Okay. 0:14:19.640 --> 0:14:22.840 So it's a very pleasurable thing to eat along with salt, 0:14:22.960 --> 0:14:24.560 which you know also gives you a little bit of 0:14:24.600 --> 0:14:28.120 a that's delicious. Some of the other ingredients listed on 0:14:28.200 --> 0:14:32.120 your typical cheese puff package are vitamins and minerals that 0:14:32.240 --> 0:14:35.280 actually get leeched from the corn meal during processing and 0:14:35.520 --> 0:14:37.520 thus are added back in so that your snack isn't 0:14:37.600 --> 0:14:42.440 like completely nutritional avoid So that's nice. Yeah, yeah, But 0:14:42.960 --> 0:14:44.920 what I'm saying is that you know, they feel like 0:14:45.000 --> 0:14:47.440 a treat, and they should be treated as. 0:14:47.480 --> 0:14:52.400 Treats, treated as a treat all right around the world. 0:14:52.680 --> 0:14:55.880 There are all kinds of brands of cheese puffs, like 0:14:56.120 --> 0:14:59.200 Twisties and what's Its, But the leading brand of cheese 0:14:59.240 --> 0:15:03.520 puffs I keep wanting to call them cheeseyproofs is Freedo 0:15:03.760 --> 0:15:08.240 Laths Cheetos, which boasted four billion in annual sales in 0:15:08.440 --> 0:15:11.360 twenty thirteen. And to make a year's supply of Cheetos 0:15:11.480 --> 0:15:15.600 pepsi co needs five thousand cows to get the eleven 0:15:15.680 --> 0:15:19.120 million gallons of milk two hundred gallons per cow to 0:15:19.240 --> 0:15:22.520 make the ten million pounds of cheddar cheese for that 0:15:22.880 --> 0:15:23.680 cheesy powder. 0:15:24.280 --> 0:15:25.840 More and how that cheesey powder is made. In the 0:15:25.880 --> 0:15:27.239 middle of our history section. 0:15:27.280 --> 0:15:31.480 Yeah, twenty two countries produced Cheetos, making all kinds of flavors, 0:15:31.560 --> 0:15:33.360 from pepsi to peanut butter. 0:15:33.680 --> 0:15:34.000 Oh No. 0:15:35.240 --> 0:15:38.120 Drillis did a rather in death look into the serving 0:15:38.200 --> 0:15:43.040 sizes of nine types of chip snack things and found 0:15:43.600 --> 0:15:48.560 that Cheetos regularly gives customers more than the serving size 0:15:48.600 --> 0:15:51.680 on the back indicates. One hundred and eighty nine is 0:15:51.720 --> 0:15:54.000 what it probably says in the back, but what you're 0:15:54.080 --> 0:15:56.160 more likely to get is something closer to two hundred 0:15:56.160 --> 0:15:59.560 and thirty seven and a half, and Cheetos was declared 0:15:59.640 --> 0:16:03.520 the vale winner of all the others at point zero 0:16:03.680 --> 0:16:08.920 zero eight dollars I guess cents per chip. Uh. 0:16:10.360 --> 0:16:13.800 Interestingly, baby boomers are the first generation whose intake of 0:16:13.920 --> 0:16:18.000 snacks did not decline as they hit middle age, but increased. 0:16:19.080 --> 0:16:19.560 Interesting. 0:16:19.680 --> 0:16:21.760 Indeed, I think it has something to do with our 0:16:21.920 --> 0:16:23.000 snack habits overall. 0:16:23.400 --> 0:16:28.280 Probably twenty sixteen is sometimes known as the year of 0:16:28.400 --> 0:16:32.120 the Cheeto. It appeared in loads of fast food items 0:16:32.200 --> 0:16:35.880 like casadas, burritos, or as the coating on chicken tenders, 0:16:36.360 --> 0:16:37.680 the scientific marvel. 0:16:37.440 --> 0:16:39.560 That is Burger Kings, mac and Cheeto's. 0:16:40.600 --> 0:16:43.560 They were hailed as the new Torito, which I love 0:16:43.720 --> 0:16:46.200 that because I don't know what that means. 0:16:48.200 --> 0:16:50.960 What oh wars peace, I don't know. 0:16:52.760 --> 0:16:53.520 Is the doo. 0:16:54.680 --> 0:17:01.120 Nothing makes sense anymore, but the cheto speaking of making 0:17:01.240 --> 0:17:06.040 sense or not as a very perhaps a surprising history, 0:17:06.880 --> 0:17:07.160 it does. 0:17:07.320 --> 0:17:09.480 And we will get into that just as soon as 0:17:09.520 --> 0:17:11.200 we get back from a quick break for a word 0:17:11.240 --> 0:17:12.400 from our sponsor. 0:17:22.320 --> 0:17:25.640 And we're back. Thank you, Spencer, Yes, thank you. All right, 0:17:25.840 --> 0:17:28.800 So we owe our thanks. 0:17:29.119 --> 0:17:34.760 For cheese curls cheese puffs puffs to an animal feed 0:17:35.040 --> 0:17:39.080 manufacturer in Wisconsin in nineteen thirty. 0:17:38.840 --> 0:17:44.159 Five animal feed, animal feed. Mm hm, yep. I'm not 0:17:44.200 --> 0:17:45.879 gonna explain more. I'm gonna let you wonder about it. 0:17:46.080 --> 0:17:46.480 Perfect. 0:17:47.600 --> 0:17:51.119 No, I have to explain everything because I love it. Okay. 0:17:51.760 --> 0:17:56.640 So, when this manufacturer is making the feed, and grinder 0:17:56.720 --> 0:17:59.480 flaked the corn, and in order to clean the grinder 0:18:00.000 --> 0:18:03.680 works would feed the machine damp corn, which made these 0:18:03.800 --> 0:18:08.560 poofy corn things aka corn puffs. One of the employees 0:18:08.640 --> 0:18:11.960 took them home and dried them out, and when he 0:18:12.040 --> 0:18:15.840 didn't die, he found the flavor and texture quite pleasing actually, 0:18:16.240 --> 0:18:19.480 and he suggested that the company sell them for human 0:18:19.600 --> 0:18:23.719 consumption under the name corn curls with ks, which they 0:18:23.920 --> 0:18:26.800 did after changing the name of the company to you 0:18:26.880 --> 0:18:30.520 know shake. The history of you know, animal feed Yeah, 0:18:31.080 --> 0:18:33.480 we're an animal feed company, but now we're feeding you humans. 0:18:34.680 --> 0:18:37.760 The Elmer Candy Corporation lays claim to creating the first 0:18:38.080 --> 0:18:42.720 cheese curl, the cheeweese as well, and the cheese doodle. 0:18:43.000 --> 0:18:46.399 Cheese with the Z was a popular snack produced in 0:18:46.600 --> 0:18:49.440 New York and it came onto the scene in the fifties. 0:18:50.520 --> 0:18:53.840 But when it comes to Cheetos, they were the invention 0:18:54.040 --> 0:18:59.440 of Ce Doolan in nineteen forty eight. Doolan was born 0:18:59.520 --> 0:19:01.680 in Kansas City, Kansas, in nineteen oh thirty, but his 0:19:01.760 --> 0:19:04.760 family moved to Texas when he was quite young. His 0:19:04.920 --> 0:19:08.080 father was an inventor, and the young Dulan worked at 0:19:08.200 --> 0:19:11.920 his father's auto repair shop and the confectionery that the 0:19:12.000 --> 0:19:14.960 family owned. He was looking for a new snack and 0:19:15.119 --> 0:19:18.080 he responded to an ad in the San Antonio Express 0:19:18.800 --> 0:19:23.200 for a fried corn chip recipe an adapted potato riser 0:19:23.560 --> 0:19:28.080 and that's not all nineteen retail accounts too, and Dulan 0:19:28.200 --> 0:19:30.800 got all of this for a cool one hundred bucks. 0:19:32.080 --> 0:19:35.480 Then massa was pushed through the riser and then snipped 0:19:35.560 --> 0:19:37.600 into ribbons and fried in oil. 0:19:38.280 --> 0:19:40.960 These chips were named. 0:19:41.160 --> 0:19:45.119 Frido's and in nineteen thirty two, the Freedo company got 0:19:45.200 --> 0:19:49.080 its start. It grew relatively quickly, five plants by nineteen 0:19:49.119 --> 0:19:51.719 forty seven, and they made other snacks as well. 0:19:51.800 --> 0:19:55.680 Friedo wasn't the only thing. Doulan was behind innovations. 0:19:55.119 --> 0:19:58.960 And practices like store door delivery or having the company 0:19:59.040 --> 0:20:03.120 salespeople do the stocking of their product clip racks who 0:20:03.200 --> 0:20:07.679 was behind that. He experimented with canned foods and toes 0:20:07.800 --> 0:20:10.840 and fast food, opening one of the first tex mex 0:20:11.000 --> 0:20:13.920 fast food places in the country and the first place 0:20:13.960 --> 0:20:16.919 in Dallas to have a microwave as it was. 0:20:16.960 --> 0:20:21.200 Called at the time raidar range Wow. 0:20:21.800 --> 0:20:25.600 He came up with cup shaped fried tortilla shells. Another 0:20:25.640 --> 0:20:28.720 thing he did was invest in Disneyland in its early stages. 0:20:29.119 --> 0:20:31.800 When it opened in nineteen fifty five, Disneyland featured a 0:20:31.880 --> 0:20:34.880 restaurant of Doolands called Cosasa. 0:20:34.440 --> 0:20:35.440 Free Does. 0:20:36.840 --> 0:20:38.920 Kind of ironically, I guess he was a big health 0:20:39.040 --> 0:20:42.159 nut and kept up to date with health advancements and trends, 0:20:42.200 --> 0:20:44.720 and he tried to translate that into his products. He 0:20:45.160 --> 0:20:48.320 went on to join the Texas Department of Agriculture, which 0:20:48.400 --> 0:20:51.080 later developed a corn hybrid that was used in Freedo's. 0:20:51.640 --> 0:20:52.240 Both he and his. 0:20:52.320 --> 0:20:56.240 Father did so much more like this is very very condensed, 0:20:56.520 --> 0:20:58.320 but reading it was one of those times where I 0:20:58.440 --> 0:21:00.639 was like, what you did this much stuff? 0:21:00.840 --> 0:21:01.159 Really? 0:21:01.320 --> 0:21:03.800 Also, and how did you You must have gotten up 0:21:03.960 --> 0:21:05.280 very early in the morning. 0:21:05.280 --> 0:21:11.000 Exactly, But that's kind of the gist Cheetos, though, Dulan 0:21:11.160 --> 0:21:13.560 was looking to make a snack that wouldn't ghost stale, 0:21:13.640 --> 0:21:16.840 and he got his inspiration from corn chips, and he 0:21:16.920 --> 0:21:20.200 conducted several experiments with his kids as the test subjects. 0:21:20.320 --> 0:21:22.000 That's a theme that we're seeing coming up a lot. 0:21:22.640 --> 0:21:24.480 And he did first come up with the recipe for 0:21:24.480 --> 0:21:28.919 Fredo's and then later Cheetos. He got inspiration for an 0:21:28.920 --> 0:21:34.359 adaption to dairy preservative technique from the US Army's dehydrated cheese, 0:21:34.440 --> 0:21:36.200 so in a way, US. 0:21:36.200 --> 0:21:38.560 Army is also responsible for Cheetos. 0:21:38.720 --> 0:21:42.720 Yep. The Army placed a huge order for World War One, 0:21:43.160 --> 0:21:47.440 buying twenty five million quarter pound tens of processed cheese 0:21:47.480 --> 0:21:50.760 from Craft, and this is what catapulted Craft to what 0:21:50.880 --> 0:21:52.800 it is now at least one of the big things. 0:21:53.520 --> 0:21:56.920 Point being, the Army was big cheese fans and was 0:21:56.960 --> 0:21:59.840 always looking for a way to do more with less. 0:22:00.400 --> 0:22:03.600 In nineteen forty three, a USDA dairy scientist by the 0:22:03.720 --> 0:22:07.679 name of George Sanders came up with the first cheese powder. 0:22:08.119 --> 0:22:11.399 At the time, the military was a little mad with 0:22:11.520 --> 0:22:15.880 the powers of dehydration. You know, water is heavy, heavy, 0:22:16.040 --> 0:22:18.840 is expensive to ship. If you dehydrate your food, you 0:22:18.920 --> 0:22:22.000 can ship way more of it, be it vegetables, potatoes, eggs, 0:22:22.520 --> 0:22:25.160 or cheese. So they were funding all kinds of people 0:22:25.160 --> 0:22:28.440 who were working on all these dehydration technologies at the time, 0:22:28.800 --> 0:22:33.280 including the aforementioned craft and the USDA, and cheese for 0:22:33.359 --> 0:22:36.720 a long time was considered impossible to dehydrate because the 0:22:36.800 --> 0:22:39.560 heat used in dehydration would melt the cheese and separate 0:22:39.600 --> 0:22:43.000 the fats from the milk solids. But Sanders developed a 0:22:43.240 --> 0:22:46.720