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'Jimmy Kimmel Live!' Star Guillermo Rodriguez Launches Salsa Brand: ‘Now You Can Eat My American Dream’ (Exclusive)

Guillermo Rodriguez launches Guillermo’s Salsa with Chris Kirby, hitting Northeast Costco stores on Jan. 15.
The salsa lineup comes in three heat levels: mild, medium, and hot, and is described as fresh and simple.
Guillermo’s Salsa is produced with Kimmelot Labs handling creative and marketing for the venture.
Rodriguez says the product expresses his roots and aims to bring energy to the Hispanic foods category.
Guillermo’s Salsa is described as real ingredients with no nonsense and easy-to-pronounce branding.
The salsa hits Costco locations across the Northeast beginning January 15 and will expand later in 2026.
Rodriguez transitioned from a security guard to a longtime TV sidekick before launching the salsa brand.
The line is described as ‘Guillermo’s Salsa’ and represents the first expression of the brand’s vision.
The announcement positions Guillermo’s Salsa as a product borne from Guillermo Rodriguez’s personal journey.
People exclusively announced the launch of Guillermo’s Salsa and its Northeast Costco rollout.
The product launch includes a push to expand distribution beyond Costco later in 2026.

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