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Soap is Chipotle’s latest venture

Some people think that coriander is delicious. For others, it tastes like soap. And now Chipotle is bringing the two together.

Chipotle launched the $8 Cilantro Soap bar, made with organic oils and coriander essential oils – and it sold out a day after launch.

The weird and silly stocking tool came after Chipotle posted a mock-up (or what was later believed to be a fake) on Instagram in August, attracting both haters and fans of the herb. .

Chris Brandt, Chief Marketing Officer at Chipotle, said in a statement that making the real thing a bigger trend than turning digital moments into real-life experiences.

Coriander is one of Chipotle’s most polarizing ingredients, and the company takes a clear stance on the debate.

“Disliking coriander is something you should try to keep to yourself,” Chipotle tweeted in July. And back in 2019, the chain tweeted, “A moment of silence for those who think coriander tastes like soap.”

Coriander tastes like soap to about 4 to 14% of the general population, thanks to genetics.

In other Chipotle holiday news, the company also recently rolled out apparel dyed with premium avocado pits from its restaurants, which produce more than 300 million avocado pits a year. A turtleneck sweater costs $47 while a $14 turtleneck can outfit the chain’s smallest fans.

The company also made changes to its menu this year. They are testing poo asado in Cincinnati, Ohio, and Sacramento, California, the first time they’ve experimented with their own chickens in nearly 30 years. Chipotle also added smoked brisket to the US menu, but that dish was so popular that it left restaurants earlier than intended.

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