Ninety Years of Flavor and Tradition

1940’s – Hollywood, WWII and Comics

In 1940, Hormel teamed up with comedy duo George Burns and Gracie Allen to highlight the growing popularity of Chili Con Carne. The following year, as the U.S. entered World War II after the attack on Pearl Harbor, commercial artist George Switzer redesigned the product’s packaging to make the brand instantly recognizable on store shelves. However, by late 1941, tin became scarce due to the war effort, forcing the company to temporarily discontinue its canned products. In 1944, as tin supplies improved, a bold ad on the back of TIME Magazine triumphantly declared “It’s Back!” when limited quantities of Chili Con Carne returned to market. In 1945, Jay Hormel introduced the “Hormel Girls,” a musical troupe organized to promote Chili Con Carne directly to housewives, the brand’s primary target shoppers at the time. By 1948, Hormel debuted the cartoon mascot “Forever Chili” in comic strips, promoting the product with the line “Not too hot; not too mild—just right!” The Forever Chili character also appeared on billboards nationwide, a campaign that ran through 1952.

1950s – Celebrities, New Slogans and Consumer Give-aways

In the early 1950s, Hollywood stars like Ray Milland shared their favorite HORMEL^® Chili recipes in magazine features as part of a new national ad campaign. The popular “Not too hot” slogan continued during this time, while a 1953 campaign proudly proclaimed “33% more beef than government standard.” By 1954, exciting new consumer-minded promotions ramped up in retail stores, including a point-of-sale college pennant giveaway aimed at sports fans and the fashionable “Snap-it Bracelet” promotion targeting housewives. That same year, a larger 19-ounce can of chili was introduced, followed shortly by a package redesign—streamlining the name to simply “HORMEL^® Chili” by dropping the “Con Carne.” In the late 1950s, a new slogan was born: “It’s Chili time, delight dad with HORMEL^® Chili,” signaling a shift toward men as the primary consumer. The decade also saw the birth of the soon-to-be legendary Chili Cheese Dip, first advertised with its recipe in 1958. At this time, HORMEL^® Chili proudly positioned itself as “Real Chili.”

1960s –Coupons, Football and Commercial Spots

By the early 1960s, print coupons were everywhere, with tens of millions fueling sales across the country. Mid-decade, HORMEL^® Chili scored a touchdown—literally—when it was served on the official NFL Training Table, endorsed by sportscaster Tom Harmon and quarterback Fran Tarkenton. Although the Training Table partnership ended in the mid-1960s, chili’s connection to football remained strong, with Chili Cheese Dip cementing its legendary status as the ultimate game-day snack. Around this time, HORMEL^® Chili was also promoted with musical group, ‘The Brothers Four’ on network radio spots, adding flair to its advertising. The decade saw most of HORMEL^® Chili’s advertising concentrated on television and radio, with new commercial campaigns rolling out. One standout slogan—“It’s Not Exactly Tame”—was featured in ads, showcasing chili’s place on the table during get-togethers and parties.

1970s – ‘Hot’ Chili, Good Times and Ponchos

In the 1970s, HORMEL^® Chili was celebrated as America’s favorite chili and promoted with lively new slogans, including “HORMEL^®, the Good Time Chili” and “The Next Best Thing to Homemade.” In 1971, a new variety— HORMEL^® Hot Chili—rolled off the production line, giving fans a spicier option. TV commercials put chili on the move with advertising adventures like the “football bus”, “ski bus” and “camper”, while promotions such as a Premium Poncho giveaway and the Good Time Chili theme secured its place at parties, tailgates, and campfires. Football remained a central part of chili’s identity, with advertising and promotions keeping the game-day connection alive. By 1979, the brand reintroduced itself with the slogan “Homemade Without the Work,” supported by wide-reaching ads on TV, radio, print, and billboards, solidifying HORMEL^® Chili’s role as a comforting, convenient staple for busy families.

1980s – The Microwave and Dawn of Convenience

Television ads continued to ramp up throughout the 1980s, highlighting chili’s versatility in meals and snacks. Chili Cheese Dip remained a favorite, and HORMEL^® Chili embraced its role in both casual gatherings and everyday meals. Advertising emphasized convenience, flavor, and the ease of incorporating chili into a variety of recipes, appealing to busy families and home cooks. As microwaves became increasingly common in households, Hormel introduced microwaveable chili cups and trays in the late ’80s, providing a quick, portable way to enjoy America’s favorite chili. Promotions and marketing campaigns reinforced chili as a reliable, flavorful staple, keeping it front and center in grocery aisles and kitchens nationwide.

1990s- No Beans, Variety and Versatility

With 1990 came the company’s first continuous effort to offer a no-bean option, launching HORMEL^® Chili No Bean. Marketing highlighted this variety as a versatile cooking ingredient, making it the go-to for casseroles, dips, and hearty recipes that extended well beyond the classic bowl. As tastes and culinary uses evolved, so did HORMEL^® Chili. New varieties rolled out, including Turkey Chili, Vegetarian Chili, Chunky Chili, and more—eventually totaling 18 different varieties—ensuring there was a HORMEL^® Chili to satisfy every flavor preference and meal occasion.

2000’s to Current – Iconic Chili, Playful Marketing and Innovation

HORMEL^® Chili remains one of America’s top-selling chili brands*, with marketing that highlights protein, bold flavor, and convenience while keeping pace with trends in easy entertaining and hearty comfort foods. From kitchens to tailgates, it continues to serve as a crowd-pleasing staple that fuels gatherings of all kinds. Recent marketing has pushed the boundaries with attention-grabbing marketing and innovations like the Chili Cheese Keg, a limited-edition Ghost Reaper Chili, and even a Chili Cheese Beer—playful nods to chili’s iconic role in pop culture. Recently, HORMEL^® Chili has launched three new flavor varieties, HORMEL^® Cilantro Lime Chili with and without Beans, and HORMEL^® Chicken Chipotle Chili with Beans, showing the brand doesn’t stop innovating at 90 years old!

*based on last 52 week Circana data