Old El Paso White Corn Tortilla

Old El Paso launches free-from authentic White Corn Tortillas

September 21, 2017, 11:38 am
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Leading Mexican brand Old El Paso is set to introduce White Corn Tortillas to the UK market to appeal to a growing number of consumers putting Mexican on their home menus. The popularity of Mexican food in restaurants is also continuing to grow as shown by of out- of-home consumption of Mexican meals rising by 71% last year[1].

Tortillas are the fastest growing segment [+8.1%] of the £174.6m Mexican food segment – a trend reflected by the 20% increase in the number of tortilla dishes on menus in the on-trade since 2010[2].

The new Old El Paso tortillas have successfully launched into Sainsbury’s and Asda. The product taps into the Mexican segment through the use of corn as its primary ingredient, a key staple of traditional Mexican cuisine. Old El Paso is bringing this Mexican tradition to UK consumers with the White Corn also providing fuller flavour*.

Old El Paso White Corn Tortilla
Old El Paso White Corn Tortilla

Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “Our White Corn Tortillas, made with 100% white corn, offer a fuller flavour and lighter, less chewy texture* than traditional wheat flatbreads, making them perfect for lunch, dinner or snacking. In trials, they’ve already proved a hit with shoppers who are looking for convenient meal solutions that all the family will enjoy, while breaking their meal routine.

“They will also appeal to the 52% of UK households now buying into the free-from category, which is not only shopped by people with allergies, but also ‘gluten avoiders’, which now total some 8.5bn people.

“Old El Paso’s White Corn Tortillas offer a more authentic Mexican product than many currently on the market. 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.”

White Corn Tortillas come in 220g packs of 10. The launch will be supported by a digital campaign on the Old EL Paso social media channels.

 

* According to qualitative research led by Boom Innovation and OEP in June 2015. It used three mini groups of four respondents each and four home visits over two days. Respondents were labelled as ‘convenience connectors’ and ‘passionate foodies’.
[1] Better Wholesaling, December 2016
[2] Horizon Statistics
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