Chipotle Mexican Grill brought a popular meme to life by launching Cilantro Soap, exclusively available for purchase on the company’s website.
Roughly 4 to 14 percent of the population is genetically wired to experience a soapy flavor when they eat cilantro. Over the years, Chipotle has addressed fans' love and disdain for cilantro in popular social media posts. In August, the company posted a mock Cilantro Soap package on Instagram, which inspired the launch of the real soap to delight fans and amplify the conversation.
"Our Cilantro Soap plays into a larger trend of turning digital moments into real life experiences," said Chris Brandt, chief marketing officer, in a statement. "Every Chipotle fan, regardless of which side of the great cilantro debate they're on, can appreciate this fan-inspired gift.”
Along with Cilantro Soap, Chipotle has launched new Chipotle Goods products, including its natural Chipotle Goods Avocado Dye Line, an open-looped collection of Chipotle-branded apparel that is dyed with upcycled avocado pits from Chipotle restaurants. Iron is mixed with Chipotle's avocado dye to create a rich grey/purple hue that brings an entirely new look to the line.
All profits from the Chipotle Goods collection go toward supporting organizations that are focused on making fashion or farming more sustainable.
Chipotle is continuing to add more restaurants to its avocado upcycling program to evolve its ongoing waste diversion efforts. In April 2021, the company announced it has achieved a 51 percent waste diversion rate, reaching a key goal outlined in its 2018 Sustainability Report.
Related: Smashburger, Rick Bayless Collaborate on Hispanic-Inspired Burger; Kroger Co. Invests in Upcycled Food Startups.