Old El Paso delivers ground-breaking innovation to Mexican
Arribaaa!!! - Old El Paso is injecting even more life into its No 1 Mexican food range with two brand new and pioneering products that are set to be a massive hit due to their family appeal.
Oven Baked Crispy Chicken Fajitas and Stand 'n' Stuff Tacos are the biggest and most exciting innovations to hit the shelves in the Mexican aisle in the last five years and will be backed by a heavyweight multi-million pound marketing campaign planned for 2008.
And it's good news for retailers as these ground-breaking new products will drive category penetration, meaning more households will buy Mexican products.
"These new kits are fun for the whole family," said Linda Hipkiss, Marketing Director of General Mills UK, which has a reputation for 'Bringing Food to Life' through its market-leading brands.
Old El Paso Oven Baked Crispy Chicken Fajitas are the brand's tastiest fajitas yet. The delicious crispy crumb coating has broad appeal for the whole family and the mild heat level is ideal for families seeking a less intense heat profile. The kit includes a special Shaker Bag which makes preparation with the crispy crumb coating easy and fun.
The product is unique within the category. In taste tests, the Old El Paso Oven Baked Crispy Chicken Fajitas achieved outstanding results with consumers saying they liked them as much as the Old El Paso Fajita Dinner Kit* - which itself is the biggest selling Ethnic product, worth upwards of £12.5 million annually**.
Old El Paso Tacos are already a hit with many families offering a delicious, crunchy, multisensory experience, but Old El Paso Stand 'n' Stuff Tacos delivers a unique benefit that is set to widen their appeal further. The revolutionary yet simple concept of the very first flat bottom taco means it will stand, making it easier-to-fill for consumers and therefore even more popular. The taco shells are also slightly bigger, making them more of a complete meal.
Hipkiss added: "The launch of these two new products will be supported as part of a £5.5million marketing investment during 2008 which will include national TV advertising. The campaign will ensure the Old El Paso brand is front of mind with shoppers and drive trial of the new products."
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Andy Foweather, Sales Director for General Mills UK, said: "It's no accident that Old El Paso is the clear No 1 in the Mexican food category in the UK**. Innovation is vital, even within a thriving category, to safeguard its ongoing and long-term success. Through the introduction of new users to the category, Old El Paso is accelerating the growth of Mexican food in the UK, already growing at 10% y-o-y**, by adding a potential further £7 million annually to a burgeoning category.
* Source: Conquest Test Results: June 2007
** Source: IRI All Grocery Outlets 52 w/e 3 Nov 07
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