DISCOVERY FOODS TO MARKET ROLLED TORTILLAS
Discovery Foods is hoping to take the meal kit market to another level by becoming the first brand to market rolled tortillas at the cornerstone of four new Perfect Mexican Meal kits.
Launching into the fast-growing Mexican category, which is currently worth £152.8m, the introduction of the new Perfect Fajita Kit builds on the success of Discovery’s previous Fajita and Enchilada Kits.
The products claim 15% less cardboard on-pack whilst still containing the same contents.
There are four variants available: three Fajita Kits and one Enchilada Kit.
Designed for maximum convenience, minimum space – each kit contains a sachet of seasoning mix, a condiment and eight Tortillas.
For the first time in the category, the Tortillas are rolled instead of flattened to help create shelf space as well as retailers aiming to drive sales through accompaniments such as Discovery Salsa, Soured Cream and Guacamole-Style Topping.
The functional design for the new Perfect Fajita Kit references product messaging on the benefits of the reduced packaging and the quality of content.
The four variants include the Perfect Fajita Kit (medium heat), Mexican BBQ (mild heat), Crispy Crumb (mild heat) and Enchilada.
Consumers are guided through the basics of making a quick fajita or enchilada with classic recipe suggestions on pack complete with top tips for extra taste and flavour.
The launch of the new kit is supported by a multi-layered marketing campaign, including digital engagement, PR, television and outdoor media.
The new Perfect Fajita Kit joins Discovery’s extensive range of products, including cooking sauces, seasonings and tortillas (Plain Flour, Preservative Free, Wholemeal, Chilli & Jalapeño, Garlic & Herb and Corn) – and will be available in the Mexican section of the world foods aisle at Tesco (April), Sainsbury’s (April) and Morrison’s (May), priced at £3.19.
