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.

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 and cousin, Robert A. Yoha, in the early 1920s and then called King Kone, which first produced ice cream cones and later popcorn, cheese crackers and Melba Toast.