Cheez doodle facts
Cheez Doodles are a cheese-flavored cheese puff produced by Wise Foods which are similar to Frito-Lay’s Cheetos. They debuted several years after Frito-Lay’s snack in the 1950s. Originally developed and manufactured by King Kone Corp. of the Bronx (owned and operated by Morrie Yohai), it became the prevalent cheese puff snack on the East Coast. In the mid-1960s the company (now known as Old London Foods) was acquired by Borden and assigned to the Wise potato chip division. Cheez Doodles remain one of the strongest brands marketed by Wise, which is no longer part of Borden.
Morrie Yohai aka doodleman
Mr. Yohai (pronounced yo-high) was the president of Old London Foods, the company founded by his father and cousin, Robert A. Yoha, in the early 1920s and then called King Kone, which first produced ice cream cones and later popcorn, cheese crackers and Melba Toast.
“They were looking for a new salty snack and became aware of a machine that processed corn meal under high pressure into a long tube shape,” Robbie Yohai said on Monday. “They also discovered that if they used a high-speed blade, similar to a propeller, they could cut three-inch-long tubes, which then could be flavored with orange cheddar cheese and seasonings.” Then baked, not fried.
Although Mr. Yohai insisted on the “we” credit for the recipe, he did say that he came up with the product name. First marketed in the late 1950s, Cheez Doodles soon became so popular that by 1965, Old London Foods was bought by Borden, and Mr. Yohai became vice president of Borden’s snack food division, which among other products made Drake’s Cakes and Cracker Jack.
Morrie Yohai born March 4, 1920. Died at age 90 at his home there on July 27, 2010, due to cancer.