Cheetos Flamin' Hot are not developed by an extensive product development & marketing team. One of the janitors at Frito-Lay, Richard Montanez, came up with the idea of making a spicy version of the Cheetos. Richard is a son of Mexican immigrants and he and his entourage like spicy food. He proposed a spicy variant of the Cheetos and based on his idea, the Flamin' Hot, but also the Jalapeno and Crunchy flavors were introduced. Richard Montanez now holds an important management position at PepsiCo and lives the real 'American Dream'.
Btw: If kids make a song about Hot Cheetos and Takis and it gets over 17 million views and is used as the go-to snack in 'Orange Is The New Black', surely these snacks must taste great!?