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.