Fritos is the name of a brand of corn chips made by Frito-Lay. Elmer Doolin was so taken with the bag of corn chips served with his lunch in San Antonio, Texas that he paid $100 for the recipe ($1,580 when converted from 1932 dollars to 2010 dollars ). In 1932, he started the Frito Corporation. Original Fritos ingredients are limited to whole corn, corn oil, and salt. From 1952 until 1967, the Frito Kid was the company's official mascot. The Frito Bandito was its mascot from 1967 until about 1971, and was discontinued due to complaints about the Bandito image. He was replaced by 'the Muncha Bunch,' perhaps to recall the name of 'The Wild Bunch,' a popular film of the time. The term also harkened back to the jingle used in Fritos commercials of the 1960s, 'Muncha Buncha Fritos.' In the mid-1970s, Fritos' mascot was a W. C. Fields caricature, W.C. Fritos.
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