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It's funny, but I have to say that I've never heard the term cheese curls before. People in my area most always use "Cheezies". I guess this is a bit of a genericized trademark thing. The Cheezies brand is quite popular around here, and in some ways their history is similar to the one described in the article.

http://www.theglobeandmail.com/incoming/jim-marker-moulded-c...

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(Author here.) Wow, that's fascinating. I've always heard them referred to as cheese curls—that strikes me as an interesting example of how regionalisms tend to change the names of common things. Like, the Chee Wees I mention? They're incredibly common in a specific region of the U.S., but outside of it they don't even register.

I wrote a piece about ranch dressing a year and a half ago, and it was a similar situation—outside of the U.S., nobody knew what ranch dressing was, so Doritos had to use, uh, creative naming strategies to get around the unfamiliarity.

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