'Flamin' Hot' tells the story behind the famous Cheetos. It's more sweet than spicy

When it comes to snacks, spicy corn-based crunchy chips come in as a top favorite among Americans. And the chip that really kicked off the crazy is Flamin’ Hot Cheetos. Look at any high-school cafeteria, dorm party or gathering and you’re certain to see at least one bag of the unnaturally bright, neon-red snacks.

Nowadays the Flamin’ Hot flavor is everyone in Frito-Lay's products. Flamin’ Hot Doritos, Flamin’ Hot Ruffles, Flamin’ Hot ... Funyuns? Yup. Even Funyuns get the spicy treatment. And spicy Frito-Lay snacks have kicked off so many knock-offs. Anyone try Trader Joe’s imitation Takis? Delicious.

“​​More than a spicy sensation or a national craze, Flamin’ Hot is an attitude, one that pushes you to reject the status quo and embrace your inner edge,” a brand rep for Ruffles told Eater.com in an email.

Inner edge, eh? It feels like spicy snacks are a way of life now. Nothing edgy about it. At least not for those of us who share a border with Mexico.

But the spicy flavors weren’t always the norm. In fact, America’s classic chips were pretty tame for decades. It wasn’t really until the '90s when Frito-Lay took a chance on a janitor with a finger-licking good idea.

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Richard Montañez is a man of flavor

The man behind the sensation of the Flamin’ Hot spice is Richard Montañez (Jesse Garcia). And that's who the story centers on in director Eva Longoria’s “Flamin’ Hot” movie. It’s based on the book “A Boy, A Burrito and A Cookie: from Janitor to Executive.” He grew up on a vineyard where his family worked as laborers, picking the grapes to make wine.

The opening quarter of the film is dedicated to Richard’s backstory; how he met his future wife in elementary school; getting involved with gangs, theft and drugs; and how he turned his life around by landing a job as a janitor at the nearby Frito-Lay factory.

Richard is nothing if not determined and curious. Or, as he says, “I have a Ph.D.; poor, hungry and determined!” Despite being “just a janitor” he manages to make friends at all levels of the factory, including one of the engineers named Clarence. Turns out Richard is in “good hands” with Clarence, who’s played by Dennis Haysbert (known perhaps most widely for his Allstate insurance commercials).

When Frito-Lay experiences a sharp decline in sales, it leads to layoffs and shutdowns. The desperate times lead to invention for Richard, who with his family comes up with the “spicy good” flavor that ends up putting Frito-Lay back in the black. (The Los Angeles Times investigated Richard's claims and determined that he did not, in fact, invent the snack.)

As is obvious by the bags of Flamin’ Hot chips in grocery stores, the story has a happy ending. Richard not only gets a raise but he rises to the top and becomes an executive. Not bad for a man who didn’t finish high school.

Annie Gonzalez stands out as Judy Montañez

Garcia as Richard feels like a good match. He gives Richard a fullness that allows the audience to understand why he got involved with gangs and drugs early in life. There weren’t many jobs for Latinos during his youth, and what jobs there were didn’t pay well. With families to feed you do what you must. And sometimes the needs-must is criminal activity. But the film doesn’t dwell on that.

Instead, it touches lightly on the Chicano Movement in the '60s and '70s. But what we do get immersed in is the vibrant Chicano culture.

Annie Gonzalez plays Richard’s wife, Judy. She is a brilliant woman and Gonzalez gives her so much vibrance. But what is truly beautiful is the strong relationship she has with Garcia’s Richard.

It’s hard to find movies with married couples that feel authentic, and harder still to find Hispanic actors playing those couples. They’re out there, but the relationship between Judy and Richard feels so lovey and rooted in reality. Judy is the ultimate superhero in this movie. She’s the one who gets Richard on track, goads him when he needs it, supports him tirelessly and is one amazing mom to their boys. The give and take in the relationship is beautiful to watch.

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Dear narrator: Knock it off

What keeps this movie from being top-tier is the incessant narration. Richard explains his whole life throughout the movie, and it feels like too much. At times the narration sucks the oxygen out of the performances. Instead of getting to really sink into the scenes, we hear Richard explaining it all. A little narration goes a long way.

Another aspect that is immediately noticeable but perhaps forgettable later is the music. There are some good choices here and there. But like the narration, there’s only so much Mexicano-Latin-Mariachi dance music one can take. And it doesn’t fit with every scene. We get it, this is a movie about a Mexican American. No need to crank up the Mexican gangster rap at every opportunity.

The film's lightness also feels like it does the story some injustice. Searchlight Pictures produced this film, and savvy moviegoers will know that Searchlight is now a branch of Disney. Ergo, Richard's story feels "Disney-fied." We're not asking for something edgy here, but maybe something that feels more authentic than the sugar-coating Disney gives its products.

On the whole, “Flamin’ Hot” plays like a feel-good family flick. Nothing is too heavy, and some parts feel a bit overdone, but it’s fun for the most part.

Recommended snack while viewing: Flamin’ Hot Cheetos. Of course.

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'Flamin' Hot' 3 stars

Great ★★★★★ Good ★★★★

Fair ★★★ Bad ★★ Bomb ★

Director: Eva Longoria

Cast: Jesse Garcia, Annie Gonzalez, Dennis Haysbert

Rating: PG-13 for some strong language and brief drug material

How to watch: Streaming on both HULU and DISNEY+ on Friday, June 9.

Contact Kaely Monahan at kaely.monahan@arizonarepublic.com. Follow her on our podcasts Valley 101 and The Gaggle, and on Twitter @KaelyMonahan.

This article originally appeared on Arizona Republic: 'Flamin' Hot' movie review: Eva Longoria's film is mostly tasty