Quotes About Frito-Lay

Moeller came to AFB from Frito-Lay, where his job was to design, well, powdered flavor coatings for edible extruded shapes. "There are," he allows, "a lot of parallels." A Cheeto without its powdered coating has almost no flavor.* Likewise, the sauces on processed convenience meals are basically palatants for humans.

Frito-Lay had a formidable research complex near Dallas where nearly five hundred chemists, psychologists, and technicians conducted research that cost up to $30 million a year. Their tools included a $40,000 device that simulated a chewing mouth to test and perfect the chips, discovering things like the perfect break point: People like a chip that snaps with about four pounds of pressure per square inch, no more or less.