Old El Paso shakes up the world foods aisle with fresh NPD line-up
Old El Paso are market leaders in Mexican cuisine, with over 55% value share. The brand has just announced exciting news that they will launch six trend setting innovations at the end of February, all of which will be supported by a £1.5m campaign (which started running on TV in August 2017 and will continue to run until March 2018). The new innovations are focused on the insight that Mexican food is highly impulsive. Products need to be vibrant and inspirational, helping consumers to cook truly authentic and premium products in their own kitchen, encouraging families to come together around the dinner table for a ‘big night in’.
New Cooking Sauces
Old El Paso’s new intensely thick and chunky Cooking Sauces are a perfect blend of carefully selected peppers and Mexican spices that coats meat in an intensely rich sauce, combined to deliver a burst of flavour, authentic taste and an easy kitchen shortcut. Available in supermarkets nationwide from June 2018 (RSP: £1.99), the new cooking sauces will be available in three varieties: Fajita Smoky Chipotle, Fajita Honey & Chillies and Chilli Con Carne Fire Roasted Tomatoes.
Crunchy Tortilla Strips
Brand new to the UK market, following consumer demand for tortilla chips, Old El Paso has launched a range of scoop shaped crunchy Tortilla Strips made from 100% corn grains, ideal for scooping salsa and guacamole. Adding diversity and differentiation to the crisp category, there is nothing like this in the UK market. The Tortilla Strips, which come in cool Original and Cheese flavours are available to buy in Tesco (RSP: £1.65) with their fun and convenient shape making it easier for consumers to dive into their favourite Mexican dip.
Stand ‘N’ Stuff Fajita Kit – New Smoky Chipotle & Sweet Tomato
Stand ‘N’ Stuff launched in 2014 and took the World Foods aisle by storm. The innovative format is shaped like a bowl to allow consumers of all ages to easily fill, hold and eat without any mess. Old El Paso is extending its Stand ‘N’ Stuff range with a new bold flavour Smoky Chipotle & Sweet Tomato, available in retailers nationwide (RSP: £3.99).The bold new flavour have been created to help consumers bring the flavours that they find in Mexican restaurants into their own kitchen.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “As the category leader we’re constantly striving to keep innovating in order to meet changing demands and deliver flavours and formats which consumers will love. Old El Paso recently secured 33.8% penetration in the UK and with such high levels of brand recognition, shoppers have certain taste and quality credentials that they rightfully expect when they pick our packs up in store. As such, we work hard to keep improving our product range and deliver exciting, authentic and relevant products which fit into people’s lives and meal times. With the trend for Mexican food continuing to dominate, these versatile new products offer even more options for those looking to replicate the food they enjoy in restaurants in their own kitchens. The new products will also be supported with new packaging, designed to signpost the product updates and enhance in store visibility.”
 Nielsen SOTN 2016
 Tortilla chips segment is +46.4% MAT 27.01.18
 Nielsen Panel 52 weeks ending 26 March 2017