Xochitl (pronounced “so-cheel“) has transformed from a family salsa recipe into one of America’s largest independent tortilla chip brands. Based in Irving, Texas, they craft authentic chips using traditional nixtamalization of non-GMO corn, giving them their signature thin, crispy texture.
Under new leadership with Forward Consumer Partners and marketing collaborations with Jimmy Fallon, Xochitl balances Mexican heritage with modern innovation. Their expansion across major retailers showcases how authentic cultural roots can revolutionize the snack industry.
From Family Recipe to National Snack: The Xochitl Origin Story
While many popular snack brands emerge from corporate test kitchens, Xochitl‘s story begins with family traditions spanning generations. In 1995, Carlos Salinas founded the company in Texas, drawing from decades-old, family-inspired recipes he learned from his mother in Mexico.
The multicultural influences of Aztec and Mayan culinary traditions are evident in every Xochitl product.
What started as Salinas sharing his family’s exceptional salsa with friends quickly evolved into a mission to bring authentic Mexican flavors to American households. The idea for Xochitl took shape when a party guest requested 300 jars of Salinas’ homemade salsa.
After creating the perfect salsa, Salinas struggled to find chips worthy of complementing it. This challenge led to the development of Xochitl’s signature white corn tortilla chips, made through a unique process that combines oven baking and quick frying, preserving traditional methods while scaling for national distribution.
Like the family leadership approach at Half Price Books, Xochitl maintains its founding principles while expanding its reach across the country.
Crafting the Perfect Tortilla Chip: Quality Ingredients and Traditional Methods
View this post on Instagram
The search for chips worthy of Salinas’ extraordinary salsa led to Xochitl’s uncompromising approach to tortilla chip production. Their process begins with non-GMO white corn soaked in lime water overnight—an ancient nixtamalization technique from Aztec traditions. This corn becomes stone-ground nixtamal, preserving both flavor and nutritional benefits.
You’ll notice the difference in every bite: Xochitl achieves their signature thin, crispy texture through a unique combination of oven baking and quick frying. The result? A lighter chip that’s gluten-free and contains zero trans fats, thanks to their use of non-GMO or organic palm olein oil.
Beyond creating a superior snack, Xochitl commits to cultural preservation by honoring Aztec and Mayan heritage in their production methods, ensuring these ancient traditions continue to delight modern palates.
Similar to the cast iron cooking techniques that made Pan de Campo beloved across Texas, Xochitl’s traditional methods are fundamental to their product’s authenticity. The brand’s name itself—meaning “flower” in Náhuatl—reflects their deep connection to indigenous Mexican culture.
The Rise of America’s Largest Independent Tortilla Chip Brand
View this post on Instagram
From humble beginnings in 1995 to becoming one of America’s largest independent tortilla chip brands, Xochitl’s journey represents a remarkable success story. What began as a family salsa recipe evolved into a signature thin, crispy tortilla chip after years of meticulous development.
You’ll find Xochitl’s product lineup diverse—sprouted corn, picositos con limón, organic blue corn, no salt, and salted white corn varieties. All are produced in-house in Irving, Texas, using non-GMO and USDA organic ingredients. Unlike Julio’s Chips, which use a thicker, stone-ground texture for their Tex-Mex flavor, Xochitl focuses on lighter, thinner tortilla chips.
Their retail distribution now reaches major grocery chains nationwide and extends to sports venues like Riders Field. The brand is known for its oven-baked chips that offer a lighter alternative to traditional tortilla chips. With Forward Consumer Partners acquiring a significant stake in 2024, Xochitl maintains its authentic heritage while gaining resources to expand nationally.
New Ownership and Leadership: Positioning Xochitl for the Future
A pivotal shift in Xochitl’s trajectory occurred in May 2024 when Forward Consumer Partners acquired a substantial stake in the company. Founder Carlos Salinas retained ownership, creating a strategic partnership focused on product innovation and national market expansion.
The acquisition brought leadership changes, with Matt Leeds of Forward Consumer Partners stepping in as chairman. Industry veterans Carl Lee and Maura Mottolese joined the board, bringing valuable snack food expertise. Carl Lee brings experience as former CEO of Snyder’s-Lance and an executive at Frito-Lay and Nabisco. By October, a new executive team was in place, led by CEO Jolie Weber.
This refreshed leadership structure aims to scale operations while preserving Xochitl’s artisan roots. With Jimmy Fallon’s celebrity collaboration enhancing visibility and a clear focus on operational efficiency, the brand is positioned to challenge larger competitors in the premium chip market.
Celebrity Partnerships and Cultural Authenticity in Brand Building
Blending star power with cultural heritage, Xochitl’s partnership with Jimmy Fallon represents a strategic evolution in the brand’s marketing approach. By selecting a relatable figure who genuinely enjoys their products, Xochitl ensures a trustworthy endorsement while maintaining their authentic roots.
Fallon’s involvement includes teaching proper pronunciation (“so-cheel“), creating an immediate cultural connection. His large following provides social media amplification, reaching younger demographics.
The partnership preserves Xochitl’s traditional production methods, including Aztec-inspired corn processing. CEO Jolie Weber specifically sought an ambassador with warmth and approachability to match brand values. The expansion into Walmart stores nationwide further demonstrates the brand’s growing appeal while maintaining quality.
Retail activations and digital storytelling highlight both the brand’s heritage and innovative direction. You’ll see this collaboration balancing Xochitl’s award-winning authenticity with fresh marketing energy, positioning these artisanal chips for broader national recognition.
