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

Guillermo Rodriguez is tapping into his roots with his newest business venture.

PEOPLE can exclusively announce that the Jimmy Kimmel Live! star, 54, is launching Guillermo’s Salsa, which hits shelves at Costco locations across the Northeast on Jan. 15. Rodriguez co-founded the product with Chris Kirby, founder of Ithaca Hummus, and Jimmy Kimmel’s Kimmelot Labs is leading creative and marketing.

“I dreamed about this salsa back in 2003,” Rodriguez says in the official press release. “Now you can eat my American dream. It’s made with beautiful ingredients that everyone can pronounce.”

Per the release, “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.”

“Made fresh. Made bold. Made by a man who went from security guard to sidekick to salsa!” the release continues.

It will feature three heat levels: mild, which “delivers farm-fresh flavor with just a whisper of fuego”; medium, “the kind of salsa that’ll tickle your mustache a little and gets you dancing like Guillermo after a shot of tequila”; and hot, which “turns up the heat with habañero for a kick spicier than a telenovela and a taste that’s just as delicious.”

Guillermo’s Salsa is available starting Jan. 15 at Costco locations across the Northeast, and will expand to additional retailers throughout 2026.

“Guillermo doesn’t fake anything, and neither does this product,” Kirby said in the release. “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).”

Rodriguez was a security guard when he was discovered in a parking lot and got introduced to Kimmel. He quickly joined the late-night host on Live!, and has since appeared on the beloved talk show for 23 years.

He created this brand “to bring fresh energy to the Hispanic foods category,” the release reads. “Guillermo’s Salsa, made with real, fresh ingredients, will be the first expression of the brand’s overall vision, spreading joy and love throughout the U.S.”

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For more information, visit guillermos.com.