Guillermo Rodriguez’s Salsa Brand Expands Nationwide After Selling 1 Million Tubs

Guillermo Rodriguez’s salsa business is expanding across the United States after selling more than 1 million tubs since its launch earlier this year, according to PEOPLE.

The 55-year-old comedian and television personality co-founded Guillermo’s Salsa with Chris Kirby, founder of Ithaca Hummus, in January 2026. The refrigerated salsa initially launched across stores in the Northeast and Southeast.

The brand has since expanded its retail presence and is now preparing for a nationwide rollout.

Guillermo’s Salsa Expands to Major Retailers

Guillermo’s Salsa will become available at Kroger stores nationwide from October 4. The brand will then launch at H-E-B locations on November 4.

The salsa is also expected to arrive at Stop & Shop later this year, while additional retailers are scheduled to carry the product in early 2027.

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The brand currently offers three varieties: mild, medium and hot. Rodriguez has said the hot variety is his favourite, although he enjoys all three flavours.

The recipes include ingredients such as tomatoes, lime juice, cilantro and jalapeño.

Salsa Inspired by His Grandmother

Rodriguez has said the idea for Guillermo’s Salsa dates back to a dream he had in 2003.

He based the product on his grandmother’s recipe and has repeatedly credited her cooking philosophy for inspiring the business.

According to Rodriguez, his grandmother believed that food tasted better when it was prepared with “heart,” patience and love. He said that approach remains part of the brand’s philosophy.

The Jimmy Kimmel Live! personality has also shared some of his favourite ways to eat the salsa.

He regularly enjoys it with eggs for breakfast and has experimented with using it on pizza. However, he said chips remain his favourite pairing.

Support From Jimmy Kimmel and Co-Stars

Guillermo’s Salsa has received support from Rodriguez’s longtime friend Jimmy Kimmel as well as his Dancing with the Stars co-stars.

With the brand now moving into more major retail chains, Rodriguez is also looking ahead to new business opportunities.

The comedian said he hopes to launch his own tequila brand in the future, potentially adding another product to his growing business portfolio.