Old El Paso brings a new crunch for dinnertime
MEXICAN foods brand Old El Paso has brought a fresh crunch to dinner times this summer with the roll out of its new Crunchy Taco Kit.
Aiming to deliver more authentic Mexican-inspired meals for consumers at-home, the new range has been revamped to deliver more flavours and a better crunch to offer more flavour for the table.
Leading the way on the range refresh is the champion product the new Smoky BBQ Crunchy Taco Kit which parent firm General Mills has said will offer a bold new twist on a family favourite and bring its signature BBQ flavour to the hard shell tacos for the first time. The new variant offers a rich, sweet smokiness with a lighter, crispier taco shell.
Next in the range is the new Street Vibes Birria Taco Kit and inspired by the popular street food flavour which features a rich, umami-packed flavour and seeks to deliver the taste of birria within a convenient meal kit in around 20 minutes, complete with soft tortillas.
Finally finishing off the new taco range is the Sweet Paprika & Garlic Soft Taco Kit and offers a solution for those families who enjoy Mexican flavours without the heat packed in. General Mills said the new kit strikes a balance between a mild, smoky sweetness and a rich garlic warmth. Each pack features 12 mini soft tortillas, a Sweet Paprika & Garlic Seasoning Mix and a smooth taco sauce.
And building beyond the taco kit range, General Mills has introduced two new cooking sauces with its New Chipotle Taco Cooking Sauce as well as a New Fajita Cooking Sauce.
Additionally, the “improved crunch experience” of the refreshed taco kit range has made its way to other variants already on the shelves including the Crunchy Taco Shells 12-pack, the Sweet Paprika & Garlic Crunchy Taco Kit and the Crunchy Taco Shells Family Pack 18-pack.
To help shout out about these new launches and range refresh, General Mills will roll out a new multi-million-pound investment into the Old El Paso range with its new ‘The Crunch is Calling’ campaign which spans across TV, video-on-demand, out-of-home, paid social posts and influencer activity.
The fully integrated campaign is designed to build consumer awareness and cement Old El Paso as a go-to for flavour-led meal kits.
Nicole Whelan, head of brand for Old El Paso & Green Giant UK&I at General Mills, said: “Consumers are looking for quick and convenient meals at home, but they still want great taste and customisable dishes that can please the whole household.
“Tacos sit at the heart of this demand which is why we’re expanding our range with bold new flavours and easy meal solutions that deliver even better flavour and crunch. From Smoky BBQ to Birria, these launches are designed to help people explore more Mexican-inspired food at home and turn everyday meals into something special.”
