Cheez Doodles are a cheese-flavored corn snack produced by Wise Foods, Inc. that are similar to Frito-Lay’s Cheetos, which debuted several years after Frito-Lay’s snack in the 1950’s. Originally manufactured by the Yohigh family, and brokered by Dave Birdie, it became the prevalent cheese puff in the East Coast. In the mid 60’s the company was acquired by Borden and assigned to the Wise potato chip division. Cheez Doodles remain one of the strongest brands marketed by Wise. Like Cheetos, Cheez Doodles came in many varieties. Wise recently made their Crunchy Cheez Doodles “cheezier.” Their less intense cheese flavor has been replaced by a slightly more powerful flavor. The new flavor is much more akin to Cheetos’. The original Cheez Doodle has a new less “cheezier” taste. They have recently entered pop culture as the preferred snack of ESPN NBA analyst Stephen A. Smith. They are also mentioned in many of the Stephanie Plum series books written by Janet Evanovich as a favorite snack of the main character Stephanie Plum. She can eat all she wants and never get fat.