Wristswatch with Fritos Logo
Collection: National Museum of American History
Object type: watch
Physical Description: metal; glass (overall material)
Measurements: overall: 1 5/8 in x 1 3/8 in x 3/8 in; 4.1275 cm x 3.4925 cm x .9525 cm
Credit line: Gift of Kaleta A. Doolin
Topics: Food
Description: This glass and metal analog watch, which is missing its band, features a red Fritos logo on its face. The dial shows hours in Arabic numbers and minute marks, and the sunken subdial shows seconds (without numerals). A small, hinged black box made of cardboard and lined with white satin is associated with it. This watch, along with a matching lapel pin, was regularly worn by C.E. Doolin, along with his suit and fedora, when he went to work at the Frito Company in Dallas, Texas. The watch is part of a collection of objects and archival materials on the Doolin family and the Frito Company donated by Kaleta Doolin, the daughter of C.E. Doolin. See Frito Company Records, 1924-1961, #1263, NMAH Archives Center.
C.E. Doolin launched “Fritos” in 1932, inspired by a recipe he had purchased from Gustavo Olguin, a Mexican-American restaurant owner in San Antonio, where Doolin had worked as a fry cook. Olguin’s “fritos” (the name came from the Spanish word frit, meaning fried) were small fried corn chips made from masa dough. Doolin bought the recipe, Olguin’s hand-operated potato ricer, and nineteen customer accounts for the snack, all for $100. He then patented his own device for extruding the masa dough through a cutter, which produced ribbon-like strips that were then fried in hot oil. Doolin marketed the chips as an ingredient in recipes, many of which were inspired by his mother Daisy Dean Stephenson Doolin’s dishes for entertaining. The chips were used in both sweet and savory preparations, including as crust for fruitcakes, breading for salmon croquettes, and garnish for tuna salad.
In 1945 Doolin connected with Herman Lay, famous for automating the manufacturing process of potato chips and the head of H.W. Lay & Co. Lay took on the nationwide distribution of Fritos at this time. Doolin passed away in 1959, and in 1961 The Frito Company officially merged with H.W. Lay & Co. to become Frito-Lay. Frito-Lay went on to develop more products (including the wildly popular snack foods Cheetos and Doritos) and become the largest snack conglomerate in the world. Initially promoted as an ingredient in foods for entertaining, Fritos were advertised mostly to children, both in print and television campaigns and via cartoon characters such as the cowboy-inspired “Frito Kid.”
Fritos were most successful as a standalone snack. Following the success of the commercial potato chip in the 1930s, there was a growing market for other salty snacks and pre-packaged foods to be eaten on the go and in-between meals. The creation of “snack time” as a new type of American meal helped bolster the popularity of Doolin’s invention. The packaging of these snacks would also prove revolutionary—before 1900, snack foods and sweets were sold in small paper bags and portioned out by the grocer or shop owner. As manufacturers experimented with cans and glassine bags and materials such as wax paper and cellophane, they found new ways to keep food fresh and vacuum-packed until the customer opened it. Over the second half of the twentieth century, snack foods would develop into a $22 billion dollar industry.