What Cholula does

Cholula is a premium Mexican-flavor consumer brand operating as a wholly-owned subsidiary of McCormick & Company (NYSE: MKC) via the legal entity Spicy Liquid, LLC, with roots in a generations-old family recipe dating to approximately 1926 and commercial operations since 1989. The brand's core product is Cholula Original Hot Sauce (5 fl oz, $5.99), crafted from arbol and piquin peppers with a signature spice blend. The portfolio has expanded into a multi-category Mexican-flavor platform comprising hot sauce varieties (Extra Hot, Green Pepper, Chili Lime, Chili Garlic, Chipotle, Sweet Habanero, Reserva), cooking and simmering sauces (Birria, Fajita, Carne Asada, Taco Topping), Cremosa creamy sauces (Cilantro Lime, Cotija Cheese), chili crisp sauces, chamoy sauces, dry seasoning mixes (Al Pastor), and salsas. Products are sold as individual units ($5.99), variety packs ($40-$50), and limited-time bundles (Game Day Bundle $20, Birria Bundle $22).

The business operates a horizontal-segmentation model across multiple go-to-market motions: direct-to-consumer e-commerce via the McCormick storefront (mccormick.com) with free shipping over $60, third-party retail (Albertsons), foodservice through restaurant partnerships (QDOBA), and co-branded retail products with Sargento (shredded cheese), Xochitl (tortilla chips), and Huer Foods (Chamoy candy). Customer segments include home cooks and food enthusiasts seeking versatile Mexican flavorings and Gen Z/Millennial consumers targeted through the 'swicy' (sweet-spicy) trend, supported by organic social presence on Instagram, TikTok, Facebook, Pinterest, YouTube, and X. Marketing is reinforced by celebrity investor Dwyane Wade and content marketing through a recipe library covering tacos, birria, fajitas, and Mexican specialties.

Cholula's strategic positioning leverages brand equity established under the McCormick portfolio (acquired 2020) and a broader category tailwind, with the global ethnic sauces market projected to grow from $56.4 billion (2024) to $101.8 billion (2033) at a 6.7% CAGR. A $2.7 billion M&A transaction valuation is cited as a reference figure. Brand-level financials are not disclosed within McCormick's consolidated reporting, and the entity itself operates with 11-50 employees in a New York-headquartered structure focused on brand, product innovation, and partnership orchestration rather than independent manufacturing or distribution.

Name

Cholula

Legal name

Spicy Liquid, LLC

Website

https://cholula.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Cholula is a premium Mexican-flavor consumer brand owned by McCormick & Company, offering hot sauces, cooking sauces, Cremosa sauces, chili crisp, chamoy, seasoning mixes, and salsas through retail, direct-to-consumer, foodservice, and co-branded partnerships with Sargento, Xochitl, QDOBA, and Huer Foods.

Ownership category

akta.pro rank

Product category

Hot Sauces and Mexican Condiments

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311), Other Food Manufacturing (3119)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Hot Sauce & Chili Sauce Manufacturing (AFAKADAE)

akta.pro secondary industries

Condiments, Sauces & Dressings (CRADAAAB), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Ethnic Spices, Herbs & Seasonings Wholesale (AFAIAIAF)

Keywords

• Hot sauce products
• Mexican condiments
• Cooking sauces
• Seasoning mixes
• Salsa products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hot Sauce and Condiment Sales: Primary revenue from selling Cholula-branded hot sauces, cooking sauces, salsas, cremoras, and seasoning mixes through retail and direct-to-consumer channels. Products sold as individual items, bundles, and variety packs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Cholula manufactures and sells premium Mexican-flavored hot sauces, cooking/simmering sauces, salsas, cremoras (creamy sauces), chamoy sauces, chili crisp sauces, and seasoning mixes grounded in a generations-old family recipe. The branded portfolio is sold as individual bottles, multi-flavor variety packs, and themed bundles to home cooks, foodservice operators, and partner food brands. Revenue is driven by consumer packaged goods sold through McCormick's retail, e-commerce, and food service channels.

Product overview

Cholula is a Mexican hot sauce and food brand owned by McCormick that offers a diverse portfolio of products centered around authentic Mexican flavors. The core offerings include the flagship Cholula Original Hot Sauce (crafted from a generations-old family recipe with arbol and piquin peppers), an expanded line of hot sauce varieties (Extra Hot, Green Pepper, Chili Lime, Chili Garlic, Chipotle, Sweet Habanero, Reserva), cooking and simmering sauces (Birria, Fajita, Taco Topping, Carne Asada), creamy Cremosa sauces, chili crisp sauces, chamoy sauces, seasoning mixes, and salsas. Products are sold individually, in variety packs (8-count, Kitchen Staples 10-count), and as limited-time bundles (Game Day Bundle, Birria Bundle). The brand also extends through co-branded partnerships including Sargento shredded cheese with Cholula seasonings and Xochitl tortilla chips, as well as licensing collaborations like Huer Foods Chamoy gummy rings. Cholula products are positioned for use across a wide range of Mexican dishes, from tacos and salsas to eggs, nachos, and contemporary fusion applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Cholula Original Hot Sauce Flagship hot sauce crafted from a generations-old family recipe featuring arbol and piquin peppers blended with signature spices, delivering authentic Mexican heat and flavor for home cooks.
• Cholula Hot Sauce Variety Line Full range of hot sauce flavors including Green Pepper, Chili Lime, Chili Garlic, Chipotle, Sweet Habanero, Reserva, and Extra Hot, each offering distinct heat levels and flavor profiles for different culinary applications.
• Cholula Variety Pack (8-Count) Collection of eight Cholula hot sauce varieties including Extra Hot, Green Pepper, Chili Lime, Chili Garlic, Chipotle, Sweet Habanero, Reserva, and Original, offering a range of heat levels and flavor profiles.
• Cholula Cooking Sauces Line of cooking, marinade, simmer, and topping sauces including Birria, Fajita, Taco Topping, and Carne Asada varieties, crafted with chiles, tomatoes, herbs, and spices to elevate Mexican dishes.
• Cholula Seasoning Mixes Line of dry seasoning mixes including Al Pastor and other Mexican-inspired blends for home cooking applications.
• Cholula Cremosa Sauces Line of creamy sauces including Cilantro Lime and Cotija Cheese varieties, designed as toppings for Mexican dishes and sandwiches.
• Cholula Original Medium Salsa Medium salsa made with fresh tomatoes, garlic, red pepper flakes, and salt, providing authentic Mexican flavor for dipping and cooking applications.
• Cholula Chiles & Pepitas Chili Crisp Sauce Chili crisp sauce inspired by Mexican salsa macha, delivering crunch, flavor, and heat. Named 'Best Mexican-Inspired Chili Crisp' by Better Homes & Gardens 2026.
• Cholula Sweet & Spicy Chamoy Sauce Sweet, spicy, and tangy sauce blend for use with micheladas, Chamoyadas, and various Mexican food applications including fruit cups and candy.
• Cholula Al Pastor Seasoning Mix Seasoning mix packet for creating Al Pastor-style tacos with bold, smoky-sweet flavor, requiring simple preparation with seasoned meat and fresh toppings.
• Cholula Cilantro Lime Cremosa Sauce Creamy sauce combining cilantro and lime flavors, designed as a topping for tacos, sandwiches, and Mexican-inspired dishes.
• Cholula Game Day Bundle Limited-time bundle featuring Cochinita Pibil Cooking Sauce and a Soccer Cap Original Hot Sauce edition, designed for game day meals including tacos and sandwiches.
• Cholula Birria Bundle Bundle featuring Cholula Birria Cooking & Simmer Sauce for preparing traditional birria tacos and stews.
• Cholula Kitchen Staples Variety Pack Collection of 10 Cholula products providing essential cooking ingredients and sauces for everyday Mexican cuisine preparation.
• Sargento & Cholula Shredded Cheese Co-branded product with Sargento featuring shredded cheese (Queso Quesadilla and Asadero) crafted with authentic Cholula Hot Sauce seasonings, combining cheeses with just-right heat.
• Xochitl Cholula Hot Sauce Tortilla Chips Co-branded tortilla chip product with Xochitl featuring thin and crispy chips seasoned with authentic Cholula Hot Sauce, delivering bold Mexican-inspired flavor.

Quantifiable outcome

• Consumer demand for sweet-heat flavor combinations outpacing broader candy category growth

Named customers3 records

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Huer Foods Inc.coreGTM or Marketing Partner · 2 April 2026Huer Foods and Cholula collaborated on the Chamoy Tropical Ring Mix, a sour gummy candy featuring watermelon, pineapple, and mango rings coated with Cholula Chamoy Seasoning. This is the company's second entry into the 'swicy' (sweet + spicy) confection segment following the success of Frank's RedHot Spicy Gummy Bears. Available at Albertsons with expanded distribution planned.
• SargentominorGTM or Marketing PartnerSargento and Cholula co-branded shredded cheese product infused with Cholula Hot Sauce seasonings. Queso Quesadilla and Asadero cheeses with hot sauce season blends targeting consumers seeking bold flavor combinations.
• XochitlminorGTM or Marketing PartnerXochitl (thin and crispy tortilla chips brand) partnered with Cholula for hot sauce-flavored tortilla chips, bringing authentic Mexican-inspired snack products to market.
• QDOBAcoreGTM or Marketing PartnerQDOBA and Cholula collaboration on menu items including Spicy Tequila Lime Steak made with flame-grilled steak, tequila-lime flavor, and Cholula Original Hot Sauce. Extended partnership for additional menu development.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tabasco: Iconic American hot sauce brand (McIlhenny Company) — directly competes with Cholula for the same shelf set and foodservice accounts, with a similar single-category sauce identity and globally distributed brand.
• Frank's RedHot: Sister brand under McCormick & Company — directly competes in the hot sauce category with a different (Cajun/American) flavor positioning, creating internal cannibalization dynamics and shared shelf competition.
• El Yucateco: Mexican hot sauce and salsa brand — direct competitor with authentic Mexican heritage positioning and broad retail distribution, frequently co-listed with Cholula on grocery shelves.
• Crystal Hot Sauce: Established Louisiana hot sauce brand — direct competitor in the U.S. hot sauce category with strong regional (especially Northeast) loyalty and comparable price-tier positioning.
• Tapatío: Mexican-style hot sauce brand with strong Hispanic consumer loyalty — directly competes on similar Mexican flavor profile and price tier, often sharing the same shelf set in U.S. grocery.
• Valentina: Mexican hot sauce brand (Grupo Empresarial Chihuahua) — direct competitor in the Mexican hot sauce category, widely distributed in U.S. Hispanic and mainstream grocery channels at comparable price points.
• Huy Fong Foods (Sriracha): Maker of the iconic Rooster Sriracha sauce — directly competes in premium hot sauce with cult consumer following, comparable ethnic/regional flavor identity, and broad grocery and foodservice distribution.
• Texas Pete: Mid-sized U.S. hot sauce brand owned by TW Garner Food Company — directly competes in mainstream retail hot sauce with comparable price points and foodservice penetration.

Emerging players

• Yellowbird: Premium cold-pressed hot sauce and condiment brand — competes in the premium/specialty segment with strong DTC and natural-channel distribution, appealing to similar millennial/Gen Z flavor-curious consumers.
• Melinda's: Premium craft hot sauce brand — competes in the premium/specialty hot sauce segment with broader flavor variety and growing DTC presence, targeting overlapping Gen Z/Millennial consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CholulaHotSauce
• YouTubeyoutube.com/channel/UCIJB0UfHnqpsAYEXSiWrj8A
• Facebookfacebook.com/cholula
• Instagraminstagram.com/cholulahotsauce
• TikToktiktok.com/@cholulahotsauce
• Pinterestpinterest.com/cholulahotsauce

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cholula