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Few snacks seem to stir up such a wide range of memories as Fritos Corn Chips. A lunchtime, sports time, camping time staple, Fritos have been delighting the masses since 1932. Just prior to that, a man named Elmer Doolin purchased the recipe for the corn chips in San Antonio, Texas and proceeded to introduce the world to one of the tastiest corn chips ever created.
Fritos, with their signature curl, have held a nostalgic place in the hearts of many a generation. Most folks were introduced to the crunchy chips by way of the school lunchbox. They are often found at home-viewed sporting events and parties, often accompanied by a tasty French-onion dip, chili con carne, or whatever concoction you might prefer.
And to many with a fondness for the great outdoors, a camping trip just isn’t complete without a Fritos Pie. The popular Southwestern dish is surprisingly simple to make and dates back perhaps as far as the product itself. To be authentic, one should make it right in the bag, rather than baking it in the oven, then proceed to eat it with a plastic fork. For the uninitiated: Just cut a slit into the long side of a Fritos bag, add chili (homemade preferred, but the can will do just fine), cheese, and any other toppings you desire. Unfortunately, packaging changes have made it a bit less easy to do (newer bags don’t seem insulate the intense heat of hot chili quite as well), but the camping trip tradition marches on, even if you find it easier to (say it isn’t so) use a plate.
Fritos’ mascots have a memorable (and in one case - controversial) advertising history. Starting in 1952, Fritos were represented by the Frito Kid. Besides commercials, he also appeared in a number of comic books bearing his name. Also, Fritos was one of the earliest corporate sponsors at Disneyland, starting in 1955. In the early years at the park you could find a statue/vending machine of the Fritos Kid standing outside the Casa de Fritos Mexican restaurant. When you inserted a coin, he would proceed to holler up to his friend Klondike working in the mine (from the now-extinct "Mine Train Through Nature's Wonderland Attraction," which sat alongside the restaurant) and Klondike would "send a bag down the mine chute" (in other words, the machine would dispense a fresh bag of Fritos).
In 1967, the Frito Kid was retired and replaced by Frito-Lay with the controversial Frito Bandito. Created by Tex Avery and voiced by Mel Blanc, Frito Bandito spoke with an exaggerated Mexican accent similar to another Mel Blanc character, Speedy Gonzales. In his broken English, the gun-slinging, sombrero-wearing, Poncho Villa-esque Frito Bandito displayed a penchant for stealing Fritos and was described in ads as “sneaky and cunning” which didn’t exactly play well to Latino audiences. Under pressure from various civil rights groups, Frito-Lay dropped the Frito Bandito from their roster in the early 70s and all but erased him from company records. For many a Baby Boomer however, the Frito Bandito is a big piece of childhood nostalgia not easily forgotten, for reasons both good and bad. A few less noticeable mascots followed, including a W.C. Fields caricature, “W.C. Fritos” as well as the “Muncha Bunch Gang.” Fans of the original Frito Kid, by the way, will be happy to learn that in 2007 (to commemorate the 75th anniversary of Fritos) the Frito Kid began appearing on bags of Fritos once again.
Regardless of controversies and regardless of the competition from a variety of other corn chip manufacturers, nothing has managed to lessen the affinity that people have for the little curly corn chips called Fritos. One taste (or even smell) and you are instantly transported back to a childhood lunchroom, family camping trip, or football tailgate party from your past. No other corn chip seems to possess nearly the same nostalgic power.
