Guillermo Rodriguez the most lovable sidekick in late night television history, is spreading his wings and soaring into the refrigerated section of grocery stores with the launch of Guillermo’s Salsa. Made fresh. Made bold. Made by a man who went from security guard to sidekick to salsa! Guillermo’s Salsa is co-founded with Chris Kirby, founder of Ithaca Hummus, the brand known for dragging hummus out of the health food aisle and into people’s lives.
Kimmelot Labs will lead creative and marketing for the brand. Guillermo’s Salsa debuts January 15, 2026 at Costco locations across the Northeast, marking the brand’s first major retail launch. A broader national rollout is planned throughout 2026, with additional retail partners to be announced soon.
“I dreamed about this salsa back in 2003,” Guillermo Rodriguez commented “Now you can eat my American dream. It’s made with beautiful ingredients that everyone can pronounce.”
Guillermo’s Salsa is built around the idea that simple is best: real ingredients, zero nonsense, and flavor that delivers. It’s fresh, cold salsa made with chopped tomatoes, lime juice, onions, cilantro, and peppers – the way Guillermo’s abuela used to make it. Not like the suspicious stuff in a jar that lasts for two years.
“Guillermo doesn’t fake anything, and neither does this product,” said Chris Kirby, Founder of Ithaca Hummus, and co-founder of Guillermo’s. “We didn’t set out to make a ‘celebrity brand.’ We set out to make a salsa worthy of Guillermo’s story and good enough to earn a permanent spot in people’s hearts (and carts).”
Guillermo’s Salsa will come in three heat levels, because we can’t seem to agree on anything these days.
- Mild
Guillermo may be one of the most caliente men on television, but he understands that not everyone can take that much heat. Mild delivers farm-fresh flavor with just a whisper of fuego. Because non-spicies are people too (probably). - Medium
Not too hot. Not too mild. Just right. Made with chopped tomatoes, lime juice, cilantro, and un poquito jalapeño. The kind of salsa that’ll tickle your mustache a little and gets you dancing like Guillermo after a shot of tequila. - Hot
Deciding between heat and flavor? Por qué no los dos? Guillermo’s Hot Salsa turns up the heat with habañero for a kick spicier than a telenovela and a taste that’s just as delicious.
Guillermo’s Salsa comes cold, strikingly fresh, and built for breakfast, lunch, taco night, game day, or Tuesday at 2:17 pm with that bag of chips you didn’t mean to finish.