Now You Can Eat The American Dream Across the Country!
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LOS ANGELES, Oct. 1, 2026 /PRNewswire/ — 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
About Guillermo’s
Guillermo’s is the brainchild of Guillermo Rodriguez and Ithaca Hummus founder Chris Kirby. Rooted in a shared belief in possibility, opportunity, and the American Dream, the brand was created to bring a renewed sense of optimism and fresh energy to the Mexican American foods category. Guillermo’s Salsa, made with real, fresh ingredients, is the first expression of that larger vision, spreading joy, love, and amazing flavor across America. Since launching in January 2026, Guillermo’s has expanded from Costco in the Northeast to the Southeast, and Texas as well as Northeast Grocery (Tops and Price Chopper), Wakefern (ShopRite), Wegmans, and Kroger (Ralphs, Mariano’s, Fry’s, Fred Meyer, Smith’s, King Soopers, Roundy’s, Metro Market, Dillons, Pick’n Save, Baker’s, Gerbes, City Market, QFC, and Pay Less Super Markets).
About Guillermo Rodriguez
Like fellow superstars Madonna, Oprah, and Godzilla, Guillermo is instantly recognizable by a single name. He has been working on Jimmy Kimmel Live for 23 years. Discovered in the parking lot where he worked as a security guard, Guillermo blossomed into a beloved and regular part of the show. Guillermo appears every night alongside Jimmy and is often featured in his own iconic segments on the Oscars red carpet, cross-country road trips, and anywhere he can drink tequila or see his “wife,” Charlize Theron. He is currently a celebrity contestant on Season 35 of Dancing with the Stars. A California resident and U.S. citizen since 2005, Guillermo counts among his favorite things watching soccer, eating Mexican food, spending time with family, and being involved in his son’s sports.
About Kimmelot
Established in 2018, Kimmelot serves as Jimmy Kimmel’s creative lab – developing and producing award-winning television, digital programming, films, mobile applications, and products. Its in-house marketing agency, Kimmelot Labs, solves business challenges for clients through branded entertainment and culture-driven, content-led solutions. Kimmelot productions include the ABC series “The Prank Panel,” the hit ABC game show “Generation Gap” starring Kelly Ripa, “Mark Rober’s Revengineers” for Discovery, ABC’s multiple Emmy® Award-winning “Live in Front of a Studio Audience” specials with the late Norman Lear, “Crank Yankers” for Comedy Central, the four-part ESPN documentary “Once Upon a Time in Queens,” Hulu’s “High Hopes,” VICE TV’s “Super Maximum Retro Show,” ABC’s long-running “Who Wants To Be A Millionaire,” and “Jimmy Kimmel Live.”
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SOURCE Guillermo’s
