September 12, 2011, 1:00 pm

Discovery Foods is hoping to drive further growth within the Mexican category, currently worth £145.8m, by developing two new products.

The launch of Discovery’s new gluten-free, Crispy Crumb Coating aims to expand the brand’s offering in the free-from market whilst the simultaneous introduction of a new variant of tortilla, Garlic & Herb, hopes to reinforce the versatility of Mexican cuisine as a whole.

Taking advantage of the burgeoning ‘free from’ category, the introduction of the new gluten-free Crispy Crumb Coating will further fuel the fajita sector, which currently represents 62.5% value of the total Mexican category.

The new seasoning also hopes to help increase sales in-store and stimulate category growth, offering a wider choice for shoppers and meeting the needs of those in search of gluten-free food.


New Garlic & Herb wrap hopes to reinforce the versatility of Mexican cuisine

Its launch builds on the success of Discovery’s Preservative Free Tortilla, which hit the shelves in February 2011 and made Discovery the first and only brand to market Preservative Free Tortillas made with British flour.


Its introduction has influenced sales of Discovery tortillas in the UK, helping to generate an additional £196,000 versus the same period last year, and reinforcing the growing demand for free-from products with local roots.

The straightforward and functional packaging for the new gluten-free Crispy Crumb Coating is designed to maximise visibility and reinforce the USP with clear product messaging on the gluten-free benefits.

Consumers are guided through the basics of making a Crispy Chicken Fajita with a classic serving suggestion on the back of the pack.

Discovery’s new Garlic & Herb Tortilla is being launched to the market against a backdrop of increasingly adventurous consumer tastes.

The new variant is geared to deliver more choice in the Mexican aisle and joins the brand’s range of soft flour tortillas, including Plain, Corn, Wholemeal and Chilli & Jalapeño.

New Discovery Crispy Crumb Coating and Discovery Garlic & Herb Tortillas are available in the Mexican section of Sainsbury’s, in red packaging, priced at £1.09 and £1.59 respectively.


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