Chipotle decided to control the controversy over coriander, a widely used product in their menu, and released a bar of soap with the essence of the herb which was a success because in one day the product was already sold out.
The Southern California-based company launched 4-ounce bars of soap at $8 each.
The soap is made with coriander and organic oils like olive, coconut, flaxseed, and chia.
“Coriander soap is a reaction to the controversy this product has generated on social media and with its customers,” said Chris Brandt, chief marketing officer of Chipotle.
“Approximately 4 to 14% of the population is genetically programmed to experience the taste of soap when they eat cilantro,” Chipotle said in a statement, explaining the origins of the product.
In 2019, the chain tweeted: “A moment of silence for those who think coriander tastes like soap.”
Last August, the company posted a photo of a simulated cilantro soap on its Instagram account that ended up inspiring the launch of the real product.
“Our Coriander Soap joins a broader trend of transforming digital moments into real-life experiences,” Brandt noted.
Coriander soap was available from December 2 to December 8, but by Friday, the product was already out of stock.
It’s not clear if the company will soon restock stores with cilantro soap bars.
Chipotle explained that this ingredient is not edible.
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