I hadn't either until the local rag in Dallas had an interview with him, about the creation of it about, 20 years ago.
What was really interesting to me was the effect on Frito-Lay, based in Dallas, The sales of Fritos took off like a rocket. Chili was a pretty ubiquitous dish but the number one item to add to it was saltine crackers and Fritos began to take that on.
The daughter of the head of product development was my sales assistant at one time and I got to visit with him and it was one of the most fascinating conversations I ever had from the development to the king sized Fritos because of one creation, Rotel Dip, an accompaniment to chili when I was growing up which led to Doritos being created.
Frito-Lay is considered the mastermind of dominating shelf space and other companies began to follow suit like Coca Cola. They created their own competition to block out their competitors and they were one of the first major companies to latch onto what a company called Pangburn's chocolates created, the private label brand for stores.