Xochitl has refreshed its packaging last week and is leveraging the reach of its newest investor and brand ambassador Jimmy Fallon as it reintroduces itself to consumers.
Fallon announced his investment in the Dallas, Texas-based tortilla chip and salsa brand on Instagram by addressing its often mispronounced name. The social media post included a comedic tutorial on the proper pronunciation of Xochitl (so-cheel) and the unveiling of the brand’s latest flavor innovation in partnership with Cholula Hot Sauce.
The simplified package redesign, led by brand agency Jones Knowles Ritchie, removed some of the callouts, enlarged the brand name and flavor in a more readable font, and changed the shape and size of the cutout window. The pronunciation prompt was also updated on the front-of-package.
Adding more heat to the brand’s new identity, Xochitl is releasing its first collaboration with McCormick & Company hot sauce brand Cholula. The co-branded tortilla chips debuted exclusively in over 2,000 Walmart stores last week.
Founded in 1995 by Carlos Salinas, Xochitl sold a 50% stake of the business to private investment firm Forward Consumer Partners in May 2024. The PE firm has supported the brand’s expansion by adding category expertise to Xochitl, including former Lenny & Larry’s CEO Jolie L. Webernew as the chip brand’s new chief executive, as well as board members Maura Mottolese, CEO of Firehook Bakery and former CEO of Cholula, and former Snyder’s-Lance and Frito-Lay executive Carl Lee.
Firehook’s New Look
Asian chili crisp brand Fly By Jing has refreshed the look of its noodle line as it makes its retail debut nationwide in Whole Foods Market locations.
Fly By Jing originally launched the noodles in September, using its brand equity to extend into the pantry staple category. The updated visuals include reduced copy and a new color scheme specific to the two varieties: purple for Sweet & Spicy and red for Chili Crisp. The brand also added a cut-out window to allow customers to look at the thick, ribboned noodles.
Along with the revamped look, Fly By Jing “tweaked” its recipe to “make the chili crisp shine” while bringing the flavor system into a single sauce packet for “less waste and faster prep,” the brand reported. The adjusted formulation also contains 6% to 11% less sodium. The noodle packages will be sold in retail for $3.99 per 4oz. pack and $30 online for a 6-pack.
Firehook’s New Look
Firehook Crackers unveiled its own packaging refresh this week as well. Following the trend of less-is-more, the rebrand (designed by Stranger & Stranger) reduced the number of packaging callouts and reworked the brand name font.
The bolder Firehook name is now accompanied with subdued visual representations of the flavor varieties, opposed to the more detailed illustrations in the brand’s previous packaging style. The rollout also includes an updated website design and display merchandising elements.
“Consumers know us for our quality ingredients and craveable crunch, but our name might be one of the best-kept secrets in crackers,” said Firehook CMO Ellen Howse in a statement.
Chomps Tackles Ocean Pollution
Chomps is not just focused on terrestrial matters, it’s looking to clean up the oceans too. The meat stick maker announced a partnership with global cleanup organization 4ocean on Tuesday to support ocean plastic reduction.
As part of the deal, Chomps pledged that a pound of plastic will be removed from marine and coastal environments for every pound of packaging the brand uses.
“We acknowledge our role in contributing to plastic waste and are committed to taking a leadership role in offsetting it,” said co-founder and CEO Rashid Ali in a statement. “While sustainable packaging alternatives remain limited, this is a critical step in mitigating the impact of single-use plastics while we continue to explore long-term solutions.”
To mark the partnership, Chomps introduced a limited-edition bracelet partially made from plastic collected during a cleanup project, which will be offered as a gift for purchases over $50 on its direct-to-consumer website starting May 8.
Danimals Employs Olympic Experience
Yogurt and smoothie maker Danimals has lined up retired American track and field Olympian Allyson Felix as its brand spokesperson for its Snack Hero campaign.
Along with Felix, Danimals partnered with Instacart on its Snack Hero program to deliver more nutritious snack options to children. Starting last week, Danimals launched a nationwide campaign to give parents (and kids) $15 in snacks for free when ordered on Instacart.
Felix kicked off the Snack Hero program at Los Angeles Jets Track & Field Club, hand-delivering Danimals smoothies and yogurt drinks to young athletes.
Little Spoon Bets On Barney
Little Spoon is tapping into one of the most recognizable properties in children’s entertainment, Barney. The big purple dinosaur and his friends will be gracing the packages of Little Spoon’s smoothies as part of the “Spread the Love” campaign.
The co-branded smoothies are available in three flavors: Barney Tee-rific Purple Power, Billy Banana Sunshine and Baby Bop Super-Dee-Duper Greens.
“Barney is a generational icon, and partnering with Little Spoon on this campaign, starring Barney himself, was a fun way to reconnect with today’s parents,” said Aimee London, VP Global Franchise Marketing at Mattel.
Del Real Foods Brings “Abuela Intelligence” To Life
Heat-and-eat meal company Del Real Foods isn’t looking to computers to “AI” power its first-ever marketing campaign. The California-based company is using “Abuela Intelligence,” playfully poking fun at the cultural obsession with artificial intelligence.
The campaign, which launched for Cinco de Mayo, honors the brand’s roots to Latinx culture by showing “abuelas” answering hotline questions in a 90’s-themed call center. Along with the television ad, the brand launched an “Abuela Road Trip” mobile sampling tour across California and into the Southwest.
More marketing moves you should know about:
SPAM and Disney’s Lilo & Stitch have come together on a limited-edition tin featuring collectible artwork in anticipation of the upcoming movie hitting theaters May 23.
Welch’s Fruit Snacks is using AI to help parents write heartfelt messages on children’s snacks. The online tool is paired with a limited-edition Lunchbox Notes box filled with wrappers designed to be written on.
What happens when a pretzel and a pita chip come together? According to Pretzelized, they launch an online, sketch comedy series featuring comedians, Eric Neumann and Marc Gerber.
Bush’s Beans and BBC Studios’ Bluey have collaborated on LTO can of the brand’s signature Baked Beans.
Time to clean out the freezer? Yasso pulled Taskrabbit and employed comedian Chelsea Handler into a campaign to free up space in the icebox for more frozen treats.
Wasa Crispbread is launching its latest product line Crisp Creations (Sesame & Sea Salt and Cinnamon) with a glamping activation in partnership with travel documentarian (and brother of Zac Efron) Dylan Efron on Governor’s Island, N.Y.
Wheaties has partnered with Marvel on the new “Thunderbolts” movie with a limited-edition novelty cereal box.
Neuro Gum is taking its functional gums and mints to the speedway with Formula One driver and motorsports celebrityYuki Tsunoda in honor of Asian & Pacific American Heritage Month.
