Leading Mexican brand Old El Paso is expanding its Meal Kit portfolio with three premium variants to tap into growing consumer demand for convenient, restaurant-quality meals at home.
Smoky Chipotle Taco Meal Kit with a Cool Mango Drizzle, Habanero & Lime Taco Meal Kit with a Coco Ancho Drizzle and Ancho Chili &Honey Fajita Meal Kit with Zesty Drizzle are exclusively available in Tesco from 6 August. Launched under the name Street Market, the kits boast a new modern pack design.
All three new recipes offer complex layers of flavours that contrast and complement each other, similar to those consumers would typically expect to find when eating similar Mexican dishes in a restaurant.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “We’ve developed this premium range to appeal to those with a millennial mindset in that they’re looking for meals that are of a style and quality that you would find in a restaurant, but can easily be made at home. The meal kits come with a gorgeous drizzle sauce – a first in the Mexican aisle – that complements the overall flavour of the dish while helping diners make their meals look insta-worthy.”
Old El Paso is also expecting the launch to further build on its 57% value share of the Mexican market. Old El Paso’s success is driven by the increasing popularity of Mexican cuisine, which has seen household penetration doubling over the last 10 years (currently 54%). Out-of-home consumption of Mexican cuisine has also increased significantly, further fuelling the consumer desire to recreate the Mexican experience in home.
The launch of the three new Kits will be supported by shopper marketing to target consumers both online and in-store.
Old El Paso Smoky Chipotle Taco Meal Kit with a Cool Mango Drizzle, Habanero & Lime Taco Meal Kit with a Coco Ancho Drizzle and Ancho Chili & Honey Fajita Meal Kit with Zesty Drizzle all have RRPs of £3.99 per kit.