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Cheetos are a crunchy, cheese-flavored snack made from extruded cornmeal. Introduced by Frito-Lay in 1948, they currently sell about one billion bags per year worldwide. In some markets they are popular enough that the word "Cheetos" is often used as a genericized generic term for any similar cheese puffs snack food, but it is, in fact, trademarked by the Frito-Lay company. The mascot is Chester Cheetah, a cheetah who always appears in the commercials. He warns viewers that Cheetos are "deliciously hot, dangerously cheesy." His brief catchphrase is "it ain't easy being cheesy."

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