Xochitl
Xochitl is a U.S. premium tortilla chip and salsa manufacturer founded in 1995 in Irving, Texas, selling in-house-produced snacks to health-conscious and premium snack consumers through major retailers nationwide.
- Company typePrivate
- Founded1995
- HeadquartersIrving, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Xochitl does
Xochitl, LLC is a U.S.-based premium tortilla chip and salsa manufacturer founded in 1995 by Carlos Salinas and headquartered in Irving, Texas. The company produces its products in-house, controlling quality and authenticity across a core product line of tortilla chips and salsas. Its competitive positioning rests on authentic Mexican-inspired recipes and a brand heritage of more than three decades.
In May 2024, Forward Consumer Partners acquired a 50% equity stake in the company as part of its $425 million Fund I, with founder Carlos Salinas retaining the remaining 50% and continuing to lead the business. The partnership is oriented toward scaling growth and strategic positioning in the U.S. premium snack category. Following the investment, Xochitl completed in March 2026 a portfolio-wide transition of all tortilla chips to cooking in 100% pure avocado oil, launched two new flavors (Spicy Lime and Nacho), and rolled out updated packaging at a $4.99 MSRP through major retailers nationwide. A separate co-branded launch of Cholula Hot Sauce Flavored Tortilla Chips won the Powerhouse Award at the 2026 Sweets & Snacks Expo Most Innovative New Product Awards.
Xochitl's business model is sales-led U.S. retail distribution of premium-branded snack products to health-conscious and premium snack consumers. The company markets through limited-edition cultural releases, industry trade shows, and retail promotional activity. Forward Consumer Partners closed Fund II at a $500 million hard cap in March 2026, extending the sponsor's capacity for follow-on support and potential category consolidation.
Xochitl firmographics
Firmographics- Name
- Xochitl
- Legal name
- Xochitl, LLC
- Website
- https://xochitlchipsandsalsa.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Xochitl is a U.S. premium tortilla chip and salsa manufacturer founded in 1995 in Irving, Texas, selling in-house-produced snacks to health-conscious and premium snack consumers through major retailers nationwide.
- Ownership category
- akta.pro rank
Xochitl industry classification
Industry- Product category
- Tortilla Chips and Salsa
- NAICS
- Tortilla Manufacturing (31183), Tortilla Manufacturing (311830)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)
- akta.pro secondary industry
- Tortilla & Corn Chips Manufacturing (AFAKAIAB)
Keywords
Where Xochitl is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Markets served
Xochitl business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Tortilla Chip and Salsa Product Sales: Xochitl generates revenue through the manufacture and sale of premium tortilla chips and salsas to retailers and consumers in the U.S. market. Products are sold through major retail channels nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail bags (7.5-10oz) |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels2 records
Xochitl product offering
Product offeringCore offering
Xochitl manufactures and distributes premium tortilla chips and salsas under its own brand, with the entire chip line cooked in 100% pure avocado oil. Products are sold at major retailers nationwide across the U.S. market at an MSRP of $4.99 for standard 7.5–10oz bags.
Product overview
Xochitl is a premium tortilla chips and salsas brand founded in 1995, specializing in authentic, high-quality Mexican-inspired snack products. The core offering consists of tortilla chips and salsas, with the company completing a portfolio-wide transition to cooking all chips in 100% pure avocado oil in March 2026. The product line includes standard tortilla chips as the flagship product, alongside complementary salsas. Recent new flavor variants include Cholula Hot Sauce Flavored Tortilla Chips (award winner), Spicy Lime, and Nacho flavors, all produced in-house.
Differentiator
Problem solved
Functional benefit
Brands
- Cholula Hot Sauce Flavored Tortilla Chips: A product line featuring Cholula hot sauce flavor, which won the Powerhouse Award at the 2026 Sweets & Snacks Expo.
Products and services
- Tortilla Chips Premium tortilla chips produced in-house, recognized for authentic, high-quality Mexican-inspired snacking. Entire product line transitioned to 100% pure avocado oil cooking in March 2026.
- Salsas Premium salsas offered alongside tortilla chips, representing the brand's heritage and authenticity in Mexican cuisine.
- Spicy Lime Tortilla Chips New flavor launched in March 2026 as part of the avocado oil transition, featuring a spicy lime seasoning profile on chips cooked in 100% pure avocado oil.
- Nacho Tortilla Chips New flavor launched in March 2026 as part of the avocado oil transition, featuring classic nacho cheese seasoning on chips cooked in 100% pure avocado oil.
- Cholula Hot Sauce Flavored Tortilla Chips Tortilla chips featuring Cholula hot sauce flavor; won the Powerhouse Award at the 2026 Sweets & Snacks Expo's Most Innovative New Product Awards.
Quantifiable outcome
- Product line rolling out to major retailers nationwide in March 2026
- +1 more outcomes
Companies that use Xochitl
Customer profileSegments3 records
Ideal customer profiles2 records
Xochitl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Xochitl partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Xochitl competitors and assessment
Company assessmentDirect peers
- Beanitos: Beanitos is a better-for-you, legume-based chip brand targeting health-conscious consumers. It overlaps with Xochitl on the 'better-for-you' snack positioning and natural channel distribution.
- Late July Snacks: Late July is a premium organic and better-for-you tortilla chip brand owned by Snyder's-Lance (Campbell). It is the closest direct peer to Xochitl in terms of premium positioning, natural ingredients, and DSD/retail distribution of tortilla chips.
- Herdez: Herdez is one of the largest authentic Mexican salsa brands in the U.S., directly competing with Xochitl's salsa line in the same authentic Mexican snack positioning.
- Siete Foods: Siete is a premium grain-free and better-for-you chip brand now backed by PepsiCo. It competes head-to-head with Xochitl in the premium Mexican-inspired snack aisle and on health-conscious positioning.
Emerging players
- SkinnyPop Popcorn: SkinnyPop (Utz) is a better-for-you snack brand with national distribution. While popcorn rather than chips, it competes for the same better-for-you snack shopper and shelf space as Xochitl.
- Simple Mills: Simple Mills is a premium, better-for-you cracker and snack brand carried in natural and mainstream grocery. It overlaps with Xochitl in clean-ingredient crackers/chips and shares the better-for-you premium shopper.
Broad incumbents
- Tostitos (Frito-Lay / PepsiCo): Tostitos is PepsiCo's mass-market tortilla chip brand and the dominant shelf-share leader in the U.S. category. It competes with Xochitl at mainstream grocery on price and shelf presence.
- Mission Foods: Mission is the largest U.S. tortilla and tortilla chip manufacturer (Gruma). It is a broad incumbent in the same product category as Xochitl, with massive scale and national distribution.
- Pace (Campbell Soup): Pace is a mainstream jarred salsa brand owned by Campbell's. It is a broad incumbent that competes with Xochitl's salsa offering on grocery shelf space.
Regional players
- Braga Organic Farms: Braga is a family-owned organic salsa and chip brand primarily distributed on the U.S. West Coast. It is a comparable authentic Mexican-style salsa/chip peer with similar premium positioning to Xochitl.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Xochitl social profiles
Digital presenceXochitl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xochitl leadership team
Management profileNumber of profiles
Profiles1 record
Xochitl funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xochitl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xochitl
What does Xochitl do?
Xochitl manufactures and distributes premium tortilla chips and salsas under its own brand, with the entire chip line cooked in 100% pure avocado oil. Products are sold at major retailers nationwide across the U.S. market at an MSRP of $4.99 for standard 7.5–10oz bags.
Is Xochitl a public or private company?
Xochitl is a private company. It is classified as private equity controlled and is currently operating.
When was Xochitl founded?
Xochitl was founded in 1995. It employs 11 to 50 people.
Where is Xochitl based?
Xochitl is headquartered in Irving, United States, in the North America region.
How does Xochitl make money?
One revenue line is on record: tortilla Chip and Salsa Product Sales.
Who are Xochitl's main competitors?
Direct peers on record are Beanitos, Late July Snacks, Herdez and Siete Foods. Emerging players are SkinnyPop Popcorn and Simple Mills. Broad incumbents are Tostitos (Frito-Lay / PepsiCo), Mission Foods and Pace (Campbell Soup). Braga Organic Farms is listed as a regional player.
Does Xochitl have an API?
No public API is recorded for Xochitl.
What industry is Xochitl in?
Xochitl's product category is Tortilla Chips and Salsa. Its primary akta.pro industry code is CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded), with a secondary code of AFAKAIAB, Tortilla & Corn Chips Manufacturing. Its NAICS code is 31183 and its SIC code is 2050.