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http://www.nytimes.com/2010/08/03/business/03yohai.html?_r=2&ref=obituariesMorrie Yohai, 90, the Man Behind Cheez Doodles, Is Dead
By DENNIS HEVESI
Published: August 2, 2010
The millions of snackers who can’t stop munching Cheez Doodles, those air-puffed tubes of cheddar-flavored corn meal, owe all that pleasure to Morrie Yohai — although he insisted on spreading the credit.
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Bill Davis/Newsday
Morrie Yohai in 2005.
Mr. Yohai, who always said it was “we” who “developed” rather than invented the snack — sharing the acclaim with colleagues at the factory he owned in the Bronx — died on July 27 at his home in Kings Point, N.Y., at the age of 90, his son, Robbie, said.
“Is this Mr. Cheez Doodles?” a cashier once asked Mr. Yohai’s wife, Phyllis, when he accompanied her to a local supermarket. Mrs. Yohai liked to let everyone know of her husband’s contribution to between-meal crunchies, according to a 2005 Newsday profile. Their sumptuous home overlooking Long Island Sound was “the house that Cheez Doodles bought,” she liked to say.
Mr. Yohai (pronounced yo-high) was the president of Old London Foods, the company founded by his father 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.
One of his duties, he said, was sitting around a table with other executives and choosing which tiny toys would be stuffed into Cracker Jack boxes.
Morrie Robert Yohai was born in Harlem on March 4, 1920, one of four children of Robert and Mary Habib Yohai, Jewish immigrants from Turkey. The family later moved to the Bronx.
Mr. Yohai graduated from the Wharton School of the University of Pennsylvania in 1941 and began working for Grumman Aircraft on Long Island. After enlisting in the Navy during World War II in 1942, he transferred to the Marines and saw action in the South Pacific.
He married Phyllis Marcus in 1947. Besides his wife and son, he is survived by a daughter, Babs Yohai; two sisters, Bea Forrest and Lorraine Pinto; and a granddaughter.
Design credit notwithstanding, Mr. Yohai took pride in the popularity of Cheez Doodles. At his home, he kept a photograph of Julia Child digging into a bag.
In 2004, he, his wife and children visited a museum in Napa Valley, Calif., where an artist, Sandy Skoglund, had mounted a life-size installation showing several people at a cocktail party — all covered in Cheez Doodles.
“My mother told everyone in the entire museum that he invented them,” Robbie Yohai said.
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