After three decades of quietly producing handcrafted tortilla chips and salsas, Xochitl (pronounced so-cheel) is stepping into the spotlight with a bold new identity—and a celebrity partner.
Emmy award-winning entertainer Jimmy Fallon has joined Xochitl as both an investor and partner, bringing his passion for chips and salsa and a creative flair aimed at elevating the brand’s national presence. Fallon will be involved in campaigns, digital content, and retail activations, all designed to showcase Xochitl’s Mexican heritage and artisan approach.
“I’ve been obsessed with Xochitl chips for years,” said Fallon. “They’re truly the best tortilla chips out there… It’s pronounced 'so-cheel.' So look for more digital content from me on 'so-cheel' media.”
Coinciding with the announcement, Xochitl unveiled a brand refresh and its first-ever flavor collaboration: Xochitl x Cholula, in partnership with Cholula hot sauce from McCormick & Company. The new spicy chip variety is now available exclusively at over 2,000 Walmart stores and will expand to Amazon and grocery stores nationwide in the coming months.
“This is a natural partnership between two authentically Mexican brands,” said Valda Coryat, VP of Marketing at McCormick.
Xochitl CEO Jolie Weber said the collaboration with Fallon is part of a strategic effort to grow while maintaining the brand’s roots. “Jimmy is a natural marketer, and his warmth and authenticity make him a fantastic ambassador for Xochitl.”
Xochitl’s transformation follows Forward Consumer Partners' acquisition of a 50% ownership stake in the company last year from founder Carlos Salinas.
