Jimmy Fallon Becomes Investor in Xochitl Chips Company

Irving, Texas — Emmy Award-winning television host Jimmy Fallon has joined the Irving-based snack company Xochitl as an investor and brand ambassador. On May 1, 2025, Xochitl announced that Fallon will play a significant role in promoting the brand, which specializes in tortilla chips and salsas.

Fallon expressed his excitement about the partnership, stating, ‘I’ve been obsessed with Xochitl chips for years. They’re truly the best tortilla chips out there, and I see a giant opportunity for growing the brand.’ He also mentioned his goal of helping consumers pronounce the brand’s name correctly, which is ‘so-cheel.’ Fallon plans to create more digital content surrounding Xochitl and its products.

Xochitl CEO Jolie Weber praised the partnership, saying, ‘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.’ She emphasized that Fallon’s marketing skills and authenticity will enhance the brand’s presence.

As part of this collaboration, Xochitl is also launching a new product line called Xochitl x Cholula, which combines its traditional tortilla chips with the flavors of Cholula hot sauce. This new flavor will debut at over 2,000 Walmart stores this week, just in time for the Cinco de Mayo celebrations.

‘This is a natural partnership between two authentically Mexican brands,’ said Valda Coryat, North America VP of marketing for McCormick & Co., the parent company of Cholula. ‘Xochitl x Cholula gives consumers a new way to experience our signature flavor baked into an ancient tortilla chip recipe that is clean, crisp, and delicious.’