Story Summary:
Morrie Yohai, a Bronx-born son of Sephardic Jewish immigrants, led a remarkable life as a World War II pilot, business executive, educator, and poet-but he is best known as the inventor of Cheez Doodles, the iconic orange snack created in the 1950s at his family's Old London Foods factory. After coining the name during a brainstorming lunch, Yohai saw the product rise to national fame under the Wise Foods brand. Though modest about his invention, he later embraced a more spiritual and academic path, exploring Jewish mysticism, writing poetry, and helping to found the New York Sephardic Jewish Film Festival. Yohai passed away in 2010 at age 90 and is buried at Mount Hebron Cemetery in Queens, leaving behind a legacy that blended culinary innovation with cultural and intellectual depth. ~Blog by Deirdre Mooney Poulos
Morrie Yohai: The Man Behind the Cheez Doodle
Morrie Yohai, born March 4, 1920, in Harlem to Sephardic Jewish immigrants from Turkey, lived a life that defied expectations, ranging from fighter pilot and business executive to poet, mystic, and the unlikely inventor of one of America’s most iconic snacks: the Cheez Doodle. Raised in the Bronx during the Great Depression, Yohai’s early experiences were shaped by a family committed to hard work and innovation. After graduating from the University of Pennsylvania’s Wharton School in 1941, he began his professional career with Grumman Aircraft, contributing to the American war effort even before enlisting in the U.S. Navy. During World War II, he served as a pilot in the South Pacific, where he flew combat missions as a member of the Marine Corps. The discipline, creativity, and resilience that guided him in wartime would later define his entrepreneurial spirit.
Following the war, Yohai returned to New York and joined his family’s food company, King Kone, which initially manufactured ice cream cones. The business soon evolved into Old London Foods, producing a variety of baked snacks including Melba toast and corn chips. It was in this unassuming Bronx factory during the 1950s that the Cheez Doodle was born. Using a machine designed to extrude cornmeal into curled shapes, Yohai hit upon the idea of baking the puffs and coating them in a bright orange cheddar cheese flavoring. During a taste-testing session with colleagues, the group brainstormed possible names for the snack, and it was Yohai who coined the now-familiar term “Cheez Doodle.” The name captured the whimsy and simplicity of the snack and quickly became a hit with consumers across the Northeastern United States.
Under Yohai’s direction, Old London Foods flourished, and in 1965 it was purchased by Borden. The Cheez Doodle brand became part of Borden’s Wise Foods line, further increasing its reach and solidifying its place in American food culture. Yohai stayed on as a vice president and continued to guide the company through years of growth. Despite the success, he remained modest about his achievement, once saying he simply “put together cornmeal, cheddar cheese flavoring and a machine.” Yet the impact of this invention was far greater than he let on. Generations of Americans would grow up enjoying the orange-dusted snack, with Cheez Doodles becoming synonymous with school lunches, gas station stops, and carefree indulgence.
Later in life, Yohai turned away from the corporate world and embarked on a more introspective path. He became an associate dean at the New York Institute of Technology, where he focused on education and leadership. A lifelong learner with deep spiritual curiosity, he delved into Jewish mysticism, particularly the teachings of the Baal Shem Tov and the Hasidic tradition. He authored two books on spirituality, wrote over 500 poems, and became a strong voice in Jewish cultural circles. His creative output extended beyond literature; he was also instrumental in co-founding the New York Sephardic Jewish Film Festival, helping to preserve and promote Sephardic Jewish heritage. Through this work, Yohai demonstrated that innovation wasn’t limited to the boardroom or kitchen, it could also enrich the soul and community.
Yohai's life was marked by a balance of invention and introspection, business acumen and humanistic vision. He showed that one could pivot from commerce to culture, from crunching numbers to crafting verses, and from launching snack brands to launching festivals that celebrate identity and memory. His story reflects a broader American Jewish narrative, one of adaptation, contribution, and the blending of tradition with innovation.
Morrie Yohai passed away on July 27, 2010, at the age of 90 in Kings Point, New York, following a battle with cancer. He was buried at Mount Hebron Cemetery in Flushing, Queens, one of New York’s most historically significant Jewish cemeteries, which serves as the final resting place for countless cultural and communal figures. His grave, nestled among the rich tapestry of Jewish American stories, stands as a testament to a life well-lived and a legacy that continues to resonate with every cheesy, crunchy bite of a snack he dreamed into being. May his memory be a blessing.
~Blog by Deirdre Mooney Poulos
Work Cited:
The New York Times: “Morrie Yohai, Snack Food Innovator, Dies at 90.” July 31, 2010. https://www.nytimes.com/2010/08/01/business/01yohai.html
The Nosher: “Who Invented Cheez Doodles? A Jewish Guy From the Bronx.” https://www.myjewishlearning.com/the-nosher/who-invented-cheez-doodles-a-jewish-guy-from-the-bronx/
Wikipedia: “Morrie Yohai.” https://en.wikipedia.org/wiki/Morrie_Yohai
Jewish Telegraphic Agency (JTA): “Morrie Yohai, Jewish inventor of Cheez Doodles, dies at 90.” July 30, 2010. https://www.jta.org/2010/07/30/obituaries/morrie-yohai-jewish-inventor-of-cheez-doodles-dies-at-90
Find A Grave: “Morrie Yohai.” Mount Hebron Cemetery. https://www.findagrave.com/memorial/55525162/morrie-yohai
Smithsonian Magazine: “The Man Who Gave Us Cheez Doodles.” August 2010. https://www.smithsonianmag.com/arts-culture/the-man-who-gave-us-cheez-doodles-106149999/
