Jimmy Fallon Enters The Snack Game With Spicy New Xochitl Chip Collab

Move over late-night laughs, because Jimmy Fallon is bringing the flavor to your snack cabinet.

The beloved “Tonight Show” host has officially partnered with premium chip brand Xochitl (pronounced “so-cheel”), and his debut in the food space is as bold as the chips themselves.

Known for his quick wit, lovable charm, and massive social media presence, Fallon isn’t just a face for the brand. He’s on a mission to help fans across the country finally learn how to pronounce Xochitl and fall in love with the flavor while they’re at it.

“The partnership with Jimmy grew out of a simple insight. Xochitl is hard to pronounce but easy to love,” Xochitl CEO Jolie Weber told The Blast exclusively. “Jimmy is known for being authentic, creative, and incredibly relatable, so who better to help people learn how to say ‘so-cheel’ in a way that’s fun, unique, and memorable?”

And with over 59 million combined followers on YouTube and Instagram, Fallon’s influence is already proving to be a game-changer.

Fallon’s announcement video, which playfully walks viewers through the tricky pronunciation of Xochitl, immediately struck a chord with fans online, racking up views and laughs alike.

“His creativity is unmatched,” Weber said. “We weren’t just looking for a spokesperson, we wanted a true partner, and he’s gone above and beyond. His involvement adds an inclusive, playful energy that makes Xochitl more approachable and memorable for everyone.”

While Fallon won’t be diving into the kitchen to craft chip flavors himself (at least not yet), Weber teased that he’ll be one of the first to taste-test any new creations on the horizon.

“As for Jimmy, he may not be involved in building the innovation pipeline, but you can be sure that he will be one of the first to try any new flavor,” Weber told The Blast.

And when asked what a Jimmy Fallon-inspired chip might be called? Weber stayed coy, “This is a great question, but we don’t want to spoil the fun. We’ll get back to you if this ever happens!”

Fallon’s debut comes with the sizzling launch of Xochitl’s new Cholula Hot Sauce flavored tortilla chips, a spicy collaboration with McCormick that hit Walmart shelves nationwide just in time for Cinco de Mayo.

“The timing is very important and totally intentional,” Weber said. “Cinco de Mayo is one of the biggest sales moments for tortilla chips, and we knew we had to be ready. We worked tirelessly with the McCormick and Walmart teams to ensure we had product in stores on time.”

The result? A fiery fan-favorite that’s flying off shelves.

“Some of our Walmart displays sold out before Cinco de Mayo,” Weber revealed. “We had to restock quickly to be ready for the holiday. People love the flavor of Cholula, and they love the taste of our Cholula-flavored chip.”

Of course, longtime fans of the brand need not worry because Xochitl’s iconic Sea Salt chips aren’t going anywhere. “Our classic Sea Salt chip continues to be a fan favorite,” Weber confirmed.

Though the Fallon partnership and Cholula collab are currently front and center, Weber says Xochitl is just getting started. With more than 2,000 Walmart locations stocking the chips and additional distribution through Central Market, Big Y, Albertsons, Sprouts, and Hy-Vee, the brand is quickly making its way into households across the country.

“We recently launched in [those stores], and we’re excited to continue exploring new distribution and retail partner opportunities,” Weber said.

While no future celebrity collabs have been announced just yet, the company is cooking up new flavor ideas and looking to expand its snack empire, with Fallon happily along for the ride.

Whether you’re in it for the spicy crunch or just want to master how to say “Xochitl” without embarrassing yourself at the next party, this celeb-snack crossover might be your new guilty pleasure.

Regardless, it’s clear that if Fallon ever does get his own flavor, we’re all hoping it’s as wild and hilarious as the man himself.