One day, a salesman from Alex Foods noticed that Casa de Fritos was dumping stale tortillas in the trash. He gave the kitchen a tip: instead of trashing the stale tortillas, cut them up and fry them.
Some time later, Archibald Clark West, a marketing executive for Frito-Lay, stops by Casa de Fritos and encounters the repurposed snack. He falls in love with them, contracts Alex Foods to produce them, and in 1964 the Dorito is born.
By 1966, Doritos rolled out nationally, and our Pavlovian love affair with cheese powder was born. By that time, Alex Foods was out of the game, and Doritos became a Frito-Lay production.