Cult-favorite brand debuts refreshed brand identity and Xochitl x Cholula collaboration just in time for Cinco de Mayo
DALLAS, May 1, 2025 /PRNewswire/ -- After 30 years of quietly and humbly crafting the finest tortilla chips and salsas, Xochitl (pronounced "so-cheel") is ready for a bigger stage with a brand new (late night) host. Xochitl is proud to unveil a refreshed visual identity celebrating its authentic Mexican heritage while bringing new vibrancy to the brand. To add to the excitement, Xochitl is thrilled to welcome Emmy award-winning entertainer, and chips and salsa enthusiast, Jimmy Fallon as an investor and partner in the company.
Jimmy Fallon partners with Xochitl
Xochitl's tortilla chips and salsas made from authentic recipes
Jimmy joins Xochitl with a shared passion for the joy of bringing people together through good food. He will play a key role in bringing new energy to Xochitl through campaigns, digital storytelling, and retail activations that emphasize the brand's unique heritage and handcrafted approach with Jimmy's renowned creative touch.
"I've been obsessed with Xochitl chips for years," Jimmy said. "They're truly the best tortilla chips out there and I see a giant opportunity for growing the brand. My first job is getting people to pronounce the name correctly. It's pronounced 'so-cheel'. So look for more digital content from me on 'so-cheel' media."
This all comes to life as the brand is also launching a bold new collaboration: Xochitl x Cholula, bringing together two authentic and powerful brands just in time for Cinco de Mayo.
Xochitl will debut its first-ever flavor collaboration with Cholula, the beloved Mexican hot sauce from McCormick & Company, exclusively at over 2,000 Walmart stores this week, alongside its bestselling salted Xochitl tortilla chips. Xochitl x Cholula will roll out on Amazon and at grocers nationwide in the coming months, built on a beautiful new brand identity designed by award-winning brand agency Jones Knowles Ritchie (JKR).
"This is a natural partnership between two authentically Mexican brands," said Valda Coryat, North America Vice President of Marketing for McCormick & Company. "Xochitl x Cholula gives consumers a new way to experience our signature Cholula flavor baked into an ancient tortilla chip recipe that is clean, crisp, and delicious."
"Through our new partnership with Jimmy Fallon and focus on brand evolution and innovation, we are positioning Xochitl to scale while staying true to our artisan roots," said Jolie Weber, CEO of Xochitl. "Jimmy is a natural marketer, and his warmth and authenticity make him a fantastic ambassador for Xochitl."
Forward Consumer Partners, a private investment firm focused on powerful brands that make beloved products, acquired a 50% ownership stake in Xochitl last year from Founder Carlos Salinas.
To learn more about Xochitl, visit xochitl.com and shop at participating Walmart stores and other major retailers nationwide. Follow Xochitl, Cholula, and Jimmy Fallon on Instagram to stay up to date on all the content yet to come.
About Xochitl Founded in 1995, Xochitl is a craft, heritage brand of tortilla chips and salsas providing the finest products and flavors made from authentic recipes. As America's leading independent brand of corn tortilla chips, Xochitl is beloved for its small-batch offerings which deliver unmatched thinness and crispiness. Xochitl produces all of its chips in-house and is proudly seed oil-free and Non-GMO Project Verified. For more information, please visit xochitl.com and follow Xochitl on Facebook, Instagram, and TikTok.
About Cholula Cholula's delicious hot sauce is created from a generations-old recipe featuring carefully selected arbol and piquin peppers and a secret blend of signature spices. Its unique recipe delivers a robust flavor with just the right amount of heat, with versatility far beyond the everyday condiment. Cholula's distinctive wooden cap and artistic yellow label are testaments to the quality tradition of Mexican artisanship, and each bottle of Cholula is crafted with care in Mexico. Introduced into the U.S. in 1989, Cholula Hot Sauce comes in six varieties and is enjoyed world over.
Cholula is one of McCormick & Company's (MKC) brands. McCormick is a global leader in flavor. With over $6.7 billion in annual sales across 150 countries and territories, we manufacture, market, and distribute herbs, spices, seasonings, condiments and flavors to the entire food and beverage industry including retailers, food manufacturers and foodservice businesses. Founded in 1889 and headquartered in Hunt Valley, Maryland USA, McCormick is guided by our principles and committed to our Purpose – To Stand Together for the Future of Flavor. McCormick envisions A World United by Flavor where healthy, sustainable and delicious go hand in hand. To learn more, visit: www.mccormickcorporation.com or follow McCormick & Company on Instagram and LinkedIn.
About Forward Consumer Partners Forward is a private investment firm focused on powerful brands that make beloved products. The Firm was created to help build enduring consumer businesses, providing each portfolio company with the partnership, resources, experience, and ambition to make progress toward its potential. Forward manages $425 million of committed capital through its debut fund, which closed in December 2023. The Firm's portfolio includes Kodiak, Firehook, Xochitl, Bar Keepers Friend, Via Carota Craft Cocktails, and PAPATUI.
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