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

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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