Co-founded with Ithaca Hummus creator Chris Kirby, the brand has seen rapid growth in the competitive refrigerated salsa market. Despite limited distribution—covering less than 5% of all-commodity volume—it has already climbed to the number eight spot for branded refrigerated salsa in the U.S. market within just eight months.

The expansion enters a new phase on October 4, 2026, when the product hits shelves at Kroger locations nationwide. This rollout marks the fifth major retail launch for the company, with further partnerships at H-E-B and Stop & Shop scheduled for the coming months. The product line currently features three heat levels: Mild, Medium, and Hot.

"The demand for Guillermo's Salsa and the outpouring of love for Guillermo Rodriguez from fans around the world have been staggering," said Kirby. The brand aims to broaden its presence significantly by early 2027, leveraging the popularity of Rodriguez, who transitioned from a parking lot security guard to a fixture on late-night television over the past 23 years.