Flamin' Hot

Flamin’ Hot tells the underdog story of Richard Montañez, a Frito-Lay janitor who rose to vice president of multicultural sales & community promotions for PepsiCo (parent to Frito-Lay). In his memoir, Montanez claims to have invented Flamin’ Hot Cheetos. This story is the backdrop for an inspirational family drama and comedy that will delight most viewers.

As fiction, this is a great fable and film. As a biopic, there are many questions.

Anyone who has done work for Frito-Lay, like myself, knows that it is unlikely that one single person could take credit for any such innovation. Recently, both Frito-Lay corporate and an investigation by The Los Angeles Times each dispute that Montanez had any such role in the product. The story told in this film also includes a relationship between Montanez and PepsiCo’s Roger Enrico, who was not at Frito-Lay when Flamin' Hot entered test markets in 1990. It’s highly unlikely his call for workers to “act like CMOs” and some pivotal scenes in the film were true.

Knowing all that, it seems best to review the film as fiction — a hyperbolic tale – sprinkled full of inspiration and positivity. Eva Longoria has directed a biopic with a kick that you can enjoy with your family.

Richard Montañez (Jesse Garcia) and his wife Judy (Annie Gonzalez) pair as the strong, real-life couple, shown from the ‘70s to the ‘90s, and the actors deliver on chemistry. Tony Shalhoub (Monk) has a blast playing Roger Enrico. 

An easy headline would be that this light film is "cheesy." But it's more than a Hallmark film. It's rich with performances, emotion and motivation. I just wish it was true.

In a nutshell: A fable too puffed up to love, but a very enjoyable underdog story.

Award potential: Too light. Too controversial. Not a contender.

Where to watch it: Premieres on both Hulu and Disney+ on June 9.

The Ten Buck Review: As fiction, worth ten bucks.