Jimmy Fallonis taking his love for crunchy, salty, and sometimes spicy snacks to the next level.
The comedian and late-night host is dipping into a new venture, joining Xochitl, the makers of fan-favorite tortilla chips and salsas, as an investor and brand partner.
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According to an official release, Fallon “will play a key role in bringing new energy to Xochitl through campaigns, digital storytelling, and retail activations,” as the brand focuses on “evolution and innovation.”
“I’ve been obsessed with Xochitl chips for years,” the 50-year-old producer shared 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,” Fallon quipped, “It’s pronounced ‘so-cheel’. So look for more digital content from me on ‘so-cheel’ media.”
And as if that news wasn’t spicy enough, Xochitl is also announcing a new look and a “bold” collaboration with cult-favorite hot sauce Cholula.
The “natural partnership” is set to debut at Walmart stores and grocers nationwide as well as via Amazon this week, giving consumers “a new way to experience” the signature Cholula flavor.
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