DALLAS — After three decades in business, authentic tortilla chip manufacturer Xochitl unveiled a visual refresh that celebrates its Mexican heritage and brings a new vibrancy to the brand.

As part of the refresh, Xochitl welcomed Jimmy Fallon, renowned late-night host and Emmy award-winning entertainer, as an investor and partner. Fallon is expected to bring new energy to the company through campaigns, digital storytelling and retail activations that combine the brand’s handcrafted approach with Fallon’s creative touch.

“Through our new partnership with Jimmy Fallon and focus on brand evolution and innovation, we are positioning Xochitl to scale while staying true to our artisan roots,” said Jolie Weber, CEO of Xochitl. “Jimmy is a natural marketer, and his warmth and authenticity make him a fantastic ambassador for Xochitl.”

The tortilla brand will also debut its first-ever flavor collaboration with Cholula, the Mexican hot sauce brand from McCormick & Co., exclusively at more than 2,000 Walmart stores, with additional expansion on Amazon and grocers nationwide to follow.

“This is a natural partnership between two authentically Mexican brands, said Valda Coryat, North America VP of marketing for McCormick & Co. “Xochitl x Cholula gives consumers a new way to experience our signature Cholula flavor baked into an ancient tortilla chip recipe that is clean, crisp and delicious.”

The brand refresh comes on the heels of Xochitl’s partnership with Forward Consumer Partners, a private investment firm focused on brands that make authentic products.