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Old El Paso launches into mess-free Mexican with new Tortilla Pockets

Andy Marino
By Andy MarinoSep 25, 2020
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Old El Paso, the UK’s number one Mexican brand[1], is launching its biggest innovation in a decade – NEW Tortilla Pockets. The soft, tasty wraps are sealed at the bottom to offer a mess-free solution to mealtimes and are now hitting shelves across grocery and convenience.

The pocket design solves the age-old tension of spillage when rolling traditional tortillas, making it simple to enjoy Mexican food – especially for people new to the category.

Offered as part of a meal kit or a standalone split pack of eight, the pre-formed tortillas are ideal for a quick bite on-the-go or a mess-free dinner with kids.

Not only a solution for Mexican meals, Tortilla Pockets are set to bring 69% per cent incremental growth to the overall category[2]. The innovation is also forecasted to open up the lunch occasion by 61 per cent, which is already worth £3.9billion in the UK and growing[3].

Old El Paso is gearing up for a huge media launch for Tortilla Pockets, with a 360-degree, £2 million campaign – one of the brand’s biggest to date. A new TV and Video on Demand creative will air from 28th September, supported by social media and influencer campaigns. The ATL media is planned to reach 88 per cent of Old El Paso’s target audience in October alone.

To complete the path to purchase and drive trial, Old El Paso has also planned a shopper activation both instore and online, ready for shoppers to "launch into mess-free Mexican!"

Maeve Judge, Marketing Manager, Old El Paso, said: “With more and more shoppers entering the World Foods aisle, it’s an exciting time for the category – and a very exciting time for Old El Paso!

“Tortilla Pockets have been three years in the making, so we’re thrilled to finally bring them to market. Given the levels of excitement that we saw while working through consumer research to develop the perfect product and packaging, we are confident it’s truly anchored in solving a consumer need.

“For us, Mexican is all about connecting over food – using your hands, sharing the experience, and making good noise while you’re doing it. Tortilla Pockets will allow people to do just that – minus the mess!”

1 ScanTrack Data to: WE 22.08.20

2 Nielsen Test (2019) & (2017)

3 Kantar Usage Panel 52 WE 29th Oct 2019 vs YA, carried out lunches

4 TOTAL MEXICAN Source: ScanTrack Data to: WE 22.08.20

5 Nielsen Panel – KPI – Data to 25.07.2020

6 TOTAL MEXICAN, Value - Long Term - Nielsen 52 Weeks Facts, Period Ending: 08 AUG 2020

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