Emmy Award-winning late-night host Jimmy Fallon just took a bite out of a new role—and it made a crunch.
Irving-based maker of chips and salsas Xochitl announced that Fallon has become an investor and partner in the company, saying he joins Xochitl with “a shared passion for the joy of bringing people together through good food.”
“I’ve been obsessed with Xochitl chips for years,” Fallon said in a statement. “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.”
The company said that Fallon will play a key role in bringing new energy to Xochitl via campaigns, digital storytelling, and retail activations that emphasize the brand’s heritage and handcrafted approach with Fallon’s creative touch.
Xochitl CEO Jolie Weber said the partnership with Fallon will benefit the company.
“Through our new partnership with Jimmy Fallon and focus on brand evolution and innovation, we’re positioning Xochitl to scale while staying true to our artisan roots,” Weber said in a statement. “Jimmy is a natural marketer, and his warmth and authenticity make him a fantastic ambassador for Xochitl.”
Weber was named CEO of Xochitl last year.
Launching new hot sauce collaboration as well
The brand said it’s also launching a new collaboration: Xochitl x Cholula, bringing together two “authentic and powerful” brands just in time for Cinco de Mayo.
Xochitl said it will debut its first-ever flavor collaboration with Cholula, the Mexican hot sauce from McCormick & Co., exclusively at more than 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 new brand identity designed by award-winning brand agency Jones Knowles Ritchie (JKR).
“This is a natural partnership between two authentically Mexican brands,” Valda Coryat, North America VP of marketing for McCormick & Co., said in a statement. “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.”
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.
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R E A D N E X T
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Announcement of the new leadership team—including new CEO Jolie Weber—comes after a 50% investment in the company in May by Connecticut-based Forward Consumer Products.
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Founded in 1995 with a salsa recipe passed down for nearly a century, Xochitl specializes in authentic, premium tortilla chips and salsas. Carlos Salinas, the company's founder, CEO, and chairman emeritus, will retain a 50% interest in Xochitl going forward.
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