MEXICAN brand Old El Paso has introduced the flat-bottomed tortilla, to make the classic taco easier to eat.
Stand ‘n’ Stuff Soft Tortillas come in two kits: Smoky BBQ and Extra Mild Super Tasty. They are also available in separate packs of eight tortilla shells. The brand owner says the new styles will help the brand capitalise on interest in hand-held street food.
The company says consumer research shows higher purchase intent than with any other Old El Paso launch in recent history.
Old El Paso is spending £2.5m on the Stand ‘n’ Stuff launch. TV advertising will run in September and return in January 2015.
• Asian-food brand Amoy has hooked up with chef Ching He Huang. She will lead a two-year, £1.5m digital and out-of-home campaign for the brand, best known for soy sauce and wet noodles.
The campaign aims to make people think of Amoy as they plan and shop for their evening meals.
He Huang has created 12 recipes, with accompanying videos, as part of the digital campaign. Her recipes feature products from the Amoy portfolio.