Leading Mexican brand Old El Paso, with over 55% value share, has announced a strategic packaging update positioned to deliver easier product differentiation for shoppers. While the brand’s iconic yellow packaging acts as a beacon in store, research has shown 43% of consumers leave without a purchase due to confusion at shelf – this provides a distinct opportunity to boost sales via the newly simplified packaging. Initially the new designs will roll out across the brand’s kits in June and then across the full range over the next few months.
The new-look packs will strip back the amount of information which features, streamlining the flow by adopting a system to aid shoppability. Changes include clear entry points and reading directions, a unique colour coding for each flavour and clearer spice level indications.
Additionally, clearer flavour descriptor labelling has been added, while packaging formats provide a distinct differentiation between the core range and the more recently launched Stand ‘N Stuff range. Meanwhile, the brand’s highly recognisable logo and signature yellow base pack colour will remain and on-pack food photography, which has been identified as being key to help shoppers choose a product, will be amplified.
These updates follow up front consumer research which demonstrated strong results both in terms of improving shoppability for existing customers and with those who do not currently purchase the brand.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “World foods currently sees double the dwelling time of many other sectors and we’re excited to be leading the way with this strategic packaging update to aid shoppability. This should help consumers to quickly identify their favourite products as well as pick up something new to try with family and friends.
“Old El Paso is uniquely positioned in terms of brand recognition, with a large existing customer base and high consumer brand loyalty. The brand recently secured 31% penetration in the UK and this new packaging update will play a role in ensuring we expand on this success.”
Old El Paso is currently the number one Mexican food brand in the UK – accounting for more than 50% of sales – and its ever-growing range of products features dinner kits, cooking sauces, salsas, dips, seasoning mixes, tortillas and nacho chips.
 Nielsen SOTN 2016
 Unlocking Mexican Category Growth through the Path to Purchase – TNS -AUS 2015/ Report Shopper Funnel Study – Norgesgruppen – NOR 2015/ OEP Path To Purchase Research – Shoppercentric UK 2015
 Nielsen Scantrack 52 week data to 28 January 2017