Old El Paso, the number one brand in World Foods, is extending its category leading Old El Paso Tortilla Pockets™ range with a new Smoky BBQ variant, available now.
The SKU combines the brand’s first-to-market sealed bottom wraps with its classic and best-selling smoky BBQ flavour profile and aims to build on the outstanding success of the innovative Old El Paso Tortilla Pockets™ range. Since launching last summer, the platform has been 64% incremental to the category, driving +13% of all value growth in Mexican over the last year.
The flagship Old El Paso Tortilla Pockets™ Mild Kit is the number one NPD in World Foods and is now worth £2.3m. Together with the Old El Paso Tortilla Pockets™ carrier eight-pack, it has contributed 24% NPD value to the category. Both products also rank in the top two NPDs in World Foods, with the new Smoky BBQ kit set to grow this success.
Maeve Judge, marketing manager for Meals & Baking UK at General Mills, said: “Old El Paso Smoky BBQ is the number one flavour in Mexican and chicken is a family favourite protein. We’re excited to combine the flavour profile with our Old El Paso Tortilla Pockets™, to offer even more convenient, customisable options for family favourite dinners.”
Old El Paso Tortilla Pockets™ Smoky BBQ (RRP: £3.79) will be available to the wider trade from the end of June onwards. Retailers are encouraged to stock up while barbecue season is in full swing.