I don’t like to brag, but I know the gal who INVENTED Cheetos Bag of Bones. She’s a copywriter named @oh_that_sarah and she’s full of great ideas. (Although, I don’t know how you top the creation of the best Halloween snack food of all time.) Anyway, here’s the story of how Bag of Bones came to be:
Sarah started her advertising career at an agency in San Francisco, and her first assignment was to work on the social media accounts for Cheetos. (You didn’t think Chester Cheetah wrote his OWN Tweets, did you?!) It should have been a mundane learning experience, but the hands of fate had other things in store. You see, Sarah and her partner were ambitious, and they kept bringing their creative director ideas he never asked for and certainly didn’t want. Rejections piled up like autumn leaves, but the pair was undeterred.
Their persistence paid off (for all of us) when one day Sarah waltzed into her boss’s office with yet another zany idea. “Hey, what if we made White Cheddar Cheetos in the shape of bones for Halloween?” There was a record scratch and time froze. Nothing would ever be the same.
The boss loved the idea, and soon it was on its way to Frito Lay for review. They ALSO loved the idea, and a year later, Bag of Bones Cheetos were on store shelves.
This new product was great for everyone: Frito Lay got a seasonal hit snack and some cultural relevancy. Cheetos fans got to build little Cheeto skeletons with which to scare their roommates. And Sarah’s family got to go to Walmart, buy something that came directly out of her brain, and then eat it.
If there’s a moral to this story, it must be that having a lot of ideas will eventually lead to something mind-bogglingly rad. And that we owe @oh_that_sarah a debt of gratitude for expanding the Cheetos universe. Happy Halloween, everyone!
“A meal that can be ready before things get any worse.”
Everybody has a killer mac & cheese recipe that they want to brag about. I get it. I really do. Y’all are grating 100 cheeses, and blending silky-smooth roux, and sprinkling everything lavishly with breadcrumbs. Your mac & cheese is second to none. You are the comfort food champion…
Now that we’ve established your superiority in all things cheesy, let’s be real. Some days you work 14 hours. Some days there’s a sinkful of dirty dishes. Some days the kids are about to mutiny. This reality demands a different kind of comfort food: the kind that comes in a cardboard box and only needs a little butter and a splash of milk–a meal that can be ready before things get any worse. There are a million brands of boxed mac & cheese, but it was Kraft that invented the category, so let’s talk about how they took a labor-intensive culinary classic and transformed it into a meal for tough times.
The story of boxed mac & cheese really begins with the cheese. Or maybe we should say “cheese,” because the cheese in a box of mac & cheese is not quite the same as the cheese in your fridge. Cheese itself is an innovation. It takes highly perishable milk and turns it into something that can be consumed at a later date. But as most of us know, cheese still goes bad, and not always in the blue-cheese-is-delicious kind of way. In 1911, two Swiss cheese fellows named Fritz Stettler and Walter Gerber were working on just this problem. They found that by heating shredded cheese and adding sodium citrate, they were left with a smooth cheese product that did not spoil. The first processed cheese had arrived. Huzzah!
Meanwhile, in the USA, James L. Kraft was making a solid living as a cheese distributor. In 1914, he opened his own cheese factory. By 1916, he had secured the first patent for a method of making processed cheese. Not only would this new cheese-food stay fresh, it was also incredibly cheap to make, since it used scraps of fresh cheese that would otherwise be trash. It was a big couple of years for Mr. Kraft, but he was just getting started. In 1917, the United Stated joined the first World War. The troops needed to eat, and the United States Army treated them to 6 million pounds of Kraft’s processed cheese. (Soldiers were supposed to eat 4000 calories a day, so they obviously needed plenty of cheese.)
Never one to rest on his war-time laurels, Kraft continued his experimentation, eventually developing a powdered cheese product. By 1937, the company launched its shelf-stable macaroni & cheese. In one box, you got plenty of macaroni noodles, a pouch of powdered cheese-food, and instructions for making the fastest mac & cheese ever. It was a major achievement that came at the perfect time. The Great Depression was still weighing on the country, folks didn’t have much money, and a meal that could feed a family for 19 cents was pretty irresistible.
In a few short years, WWII began, and with it came new challenges. First, meat and dairy were rationed. That meant that you probably weren’t gonna have what you wanted for dinner. And by the way…who was going to cook that dinner? Many women homemakers had joined the war effort and were working long hours. That meant that quick and easy meals (without meat and dairy) were essential. You could get 2 boxes of Kraft Mac & Cheese for one ration stamp, and it took just 10 minutes to prepare. Life just kept throwing us problems and Kraft Mac & Cheese just kept solving them.
You can follow the story of this handy mac & cheese up through the present day just by looking at the taglines of their ads. They tell of financial hardship (“Eat well in spite of it all.”), a crunch on time (“You are a cool 10 minutes away from a hot meal.”), and picky children (“You know they’re going to like it.”) These issues resurface again and again, meaning that there is always a good reason to buy a box of mac & cheese.
It turns out that if you develop a food that lasts forever, is super cheap, and tastes pretty good, you can earn a spot in the hearts and shopping carts of pretty much everybody…even if they CAN make a much better version from scratch.