Jimmy Kimmel Live’s Guillermo Rodriguez grows salsa brand nationwide

LOS ANGELES – Best known as Jimmy Kimmel's late-night sidekick and America's newest dancing sweetheart, Guillermo Rodriguez is taking Guillermo's Salsa nationwide, showing us what's possible when you set your mind to something and give it your best shot.

Launched in January 2026, Guillermo's Salsa was co-founded with Chris Kirby, founder of Ithaca Hummus. In just eight months, Guillermo's has quickly emerged as one of the fastest-growing brands in refrigerated salsa. Over the last four weeks, Guillermo's Salsa is already the #8 branded refrigerated salsa in the U.S., despite being available in less than 5% ACV distribution, and has officially sold more than 1 million tubs.

The momentum continues this fall as Guillermo's Salsa expands to Kroger locations nationwide on October 4, 2026, marking the brand's fifth major retail launch. Visit www.guillermos.com for exact store locations and, while you're at it, join the Mustache Club! Additional major retail expansion kicks off with H-E-B on November 4, followed by Stop & Shop later this year and a handful of new retailers joining the Guillermo's family at the beginning of 2027. The goal is simple: put Guillermo's in the hands of Americans everywhere who are ready to Eat the American Dream.

"Since day one, the demand for Guillermo's Salsa and the outpouring of love for Guillermo Rodriguez from fans around the world have been staggering," said Chris Kirby, CEO of Guillermo's Salsa. "I've never seen anything like it in my entire career. And people don't just want one variety. Mild and Medium? Of course. Hot, too? You bet your sweet bippy. That's why we're so grateful to the fine people at Kroger for giving us the opportunity to put all three on the same shelf. Our entire team is fired up to finally bring Guillermo's Salsa to consumers all across the nation, overdeliver for Kroger, and make our hero, Guillermo, proud."

For now, Guillermo's Salsa comes in three heat levels, because Guillermo believes there's a salsa for everyone: Mild for the traditionalist; Medium for a little mustache tickle, and Hot for those who like to get wild.

But Guillermo and his crew of Guilliermigos have been busy kissing tomatoes, chopping, taste-testing, and dreaming up what's next.

Guillermo's Salsa is for anyone who ever wolfed down the chips and salsa at a Mexican restaurant and wondered, "Why can't I find salsa this good at the grocery store?" Now you can, in stores across America, from sea to shining sea.

For more information, visit www.guillermos.com