Old El Paso is bringing White Corn Tortillas to the UK market to appeal to a growing number of consumers putting Mexican on their home menus.
It’s a canny move by the brand. Not only is Tortillas the fastest-growing segment (+8.1%) of the £174m Mexican food category, but the new product is gluten-free, appealing to the growing number of UK households buying into Free-From.
The launch will be supported by a digital campaign on the Old EL Paso social media channels.
Lindsay Hill, Marketing Manager for Old El Paso at General Mills UK, said the new tortillas had already proved a hit with shoppers during trials.
“Old El Paso’s White Corn Tortillas offer a more authentic Mexican product than many currently on the market,” she added. “All-importantly, the product also tastes great as well as providing a versatile choice for a variety of lighter meals. For retailers, the launch is key for tapping into the ever-growing Mexican food trend, providing consumers with an easy, eat at home option.”
Old El Paso White Corn Tortillas is available from October in 220g packs of 10.
