Street Vibes range includes easy-to-cook two-person soft tacos meal kit in vibrant flavours
Mexican food brand Old El Paso has announced the launch of a new street-food inspired line of soft taco kits, sauces, and spice mixes. The first range of its kind for the brand, "Street Vibes" will hit shelves across the UK today and roll-out nationally through the summer.
With tacos fast becoming one of the Mexican food category’s leading segments – growing at eight per cent YOY – the range has been designed to transport taco lovers to bustling scenes of street food stalls and trucks, where the sights, sounds, and, most importantly, flavours, come alive with every bite.
At the core of the Street Vibes range are two soft taco meal kits, available in two of the most popular Mexican street food flavours: Barbacoa, offering a distinctive smoky and sweet taste sensation, and Al Pastor, for a spicy yet fruity kick. Beef mince is the ideal partner for Barbacoa, while Al Pastor "elevates chicken to a whole new level", but both kits work perfectly with fresh veg or plant-based meat alternatives too.
With over 8.3 million two-person households in the UK, the new Street Vibes meal kits are designed to be enjoyed by two people, targeting a younger demographic through flavours and format. Taking just 20 minutes to make, the kits are ideal for couples or friends looking to turn up the vibes of a mid-week meal or treat themselves to an affordable yet tasty take-away alternative.
The range also includes two sauces, Smoky Barbacoa and Sweet Chilli and Lime, to complement the bold flavours of the kits and give cooks the freedom to customise to their heart’s content, a guacamole spice mix – the perfect blend of spices to liven up the avocado-based dip – and a standalone soft taco pack offering the same superior Old El Paso taste whilst remaining preservative-free, in keeping with the rest of the Old El Paso tortilla range.
The launch will be supported by a stand-out 360 marketing campaign to ensure the brand reaches these younger two-person households wherever they are, including a new TV advert, video-on-demand, high-impact out of home advertising, social and unmissable in-store activity, later this summer.
"At Old El Paso, as category leader we're always looking for new experiences to elevate at-home dining and invite new shoppers into the vibrant world of Mexican meals," said Aditi Hilgers, Head of World Foods at General Mills UK. "Our new ‘Street Vibes’ range captures the fun and flavourful world of street tacos and makes it accessible to everyone – on any night of the week!
“Not only are we innovating with Mexican-inspired flavours, but we’re thrilled to launch our first meal kit for two people, helping our retail partners cater to a wider range of shoppers. There’s real magic in these recipes - the perfect choice for any duo looking to turn up the vibes at the dinner table!”
