Xochitl Welcomes Jimmy Fallon as Investor and Brand Partner
After three decades in the culinary shadows, Xochitl, pronounced as “so-cheel,” is stepping into the limelight. Known for crafting the finest tortilla chips and salsas, this beloved brand is embarking on a new chapter with the help of a familiar face in entertainment: Jimmy Fallon. As an Emmy-award-winning host and food enthusiast, Fallon’s partnership is set to elevate Xochitl’s brand identity and market presence.
A New Partnership for New Horizons
In an exciting announcement, Xochitl has rolled out a refreshed brand identity that honors its authentic Mexican roots while introducing a vibrant visual aesthetic. Fallon expressed his enthusiasm, stating, “I’ve been obsessed with Xochitl chips for years. They’re truly the best tortilla chips out there.” His passion for good food and love for Xochitl set the foundation for a partnership aiming to engage audiences through creative marketing strategies, including digital storytelling and retail promotions.
One of Fallon’s initial missions is to educate consumers on the correct pronunciation of the brand name, “so-cheel.” He plans to leverage his extensive reach and creativity to generate buzz around the brand while incorporating humor and authenticity.
Launching Xochitl x Cholula
Aligned with this fresh rebranding effort, Xochitl is also thrilled to unveil its collaborative product line, Xochitl x Cholula. This partnership, particularly timely for the forthcoming Cinco de Mayo celebrations, blends Xochitl's honored tortilla chip recipe with the spicy flair of Cholula hot sauce, a favorite among food lovers. Available exclusively at over 2,000 Walmart stores, this new flavor collaboration showcases the delightful combination of two iconic Mexican brands.
Valda Coryat, North America VP of Marketing for McCormick’s Cholula, stated, “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.” This partnership enhances the brand’s portfolio and promises to delight fans with something new.
Commitment to Heritage and Authenticity
Despite its growth ambitions, Xochitl remains committed to its artisan roots. CEO Jolie Weber highlighted that through their partnership with Jimmy Fallon and ongoing brand evolution, Xochitl aims to scale while honoring its dedication to high-quality, handcrafted products. “Jimmy is a natural marketer, and his warmth and authenticity make him a fantastic ambassador for Xochitl,” Weber noted.
Founded in 1995, Xochitl has become a leading independent brand of corn tortilla chips in America, recognized for their thinness and crispness. All chips are made in-house, proudly seed oil-free, and verified by the Non-GMO Project. As the brand evolves, it remains focused on delivering products that reflect its heritage and commitment to quality.
The Road Ahead
With Fallon on board, Xochitl is poised for a dynamic future, combining its legacy with modern marketing tactics to attract a wider audience, especially among younger consumers. The expectation is that through innovative campaigns and the introduction of unique products like the Xochitl x Cholula collaboration, the brand will resonate more broadly across the market.
As Xochitl embarks on this journey into a new era, it invites fans and new customers alike to experience the rich flavors and exceptional quality of its tortilla chips and salsas. To learn more, visit
xochitl.com and keep an eye out for their engaging content across social media platforms, where great flavor meets creative expression.
In conclusion, the partnership with Jimmy Fallon marks a pivotal moment for Xochitl, one that promises to blend tradition with celebration, and taste with innovation. As we approach future celebrations like Cinco de Mayo, consumers can look forward to tasty experiences and impactful marketing brought by a fusion of artisan craftsmanship and modern celebrity charm.