Old El Paso, the number one brand in world foods[1], is launching a street food spired Fajita Melt kit, as part of a new limited-edition strategy. The first-to-market product launches onto Morrison’s shelves this month for a 12-week exclusive.

The Fajita Melt is a delicious, toasted tortilla filled with various deli ingredients and topped with a creamy cheese sauce. The product has already proved a hit with consumers, being described as ‘convenient, authentic and tasty’ during trials.

Old El Paso’s limited-edition strategy centres around bringing the out-of-home dining experience in-home, a trend that’s gathered momentum in recent years, and aims to combine shoppers’ love for world foods with convenient and unique fusion kits. The series will also modernise Mexican and open palettes to newer flavours and food experiences.

Coming to the UK as appetite for food inspired by international cuisines grows, the Fajita Melt Kit is expected to add growth to the thriving world foods market, currently worth over an incredible £2 trillion[2].

With searches for ‘fajita recipes’ at their highest since March of last year[3], and meal kits seeing growth of +163% YoY[4], Old El Paso has introduced the fully customisable twist on a classic fajita that brings new textures and flavours to plates.

The kit contains six soft flour tortillas in a bigger 10” size – making them easier to fold and toast – a mild seasoning mix and a rich cheese sauce. Its packaging features an eye-catching black ‘Limited Edition’ border on the distinctive Old El Paso design to drive cut through on shelf. Shopper media will be available during the promotional period to boost awareness and drive purchase.

Jose Alves, Senior Brand Manager for Old El Paso UK, said: “Our Fajita Melt kits bring a totally new, trendy flavour experience to Mexican food. The cheese sauce introduces a different texture, plus the crunch from toasting the tortilla really triggers that street food feeling that consumers love!

“Even with the latest government roadmap out of lockdown, and the long-awaited return of hospitality, research shows we’re likely to continue creating new and different experiences at home[5]. The travel by food trend will continue[6] and this is a space we’re really expecting this kit to play in. By combining the customisable, fun nature of Mexican food with a popular, fresh offering, the Old El Paso portfolio becomes even more versatile, providing an easy, convenient solution to ever-growing mealtime demands.”

[1] Nielsen Scantrack | World Foods Database | Data to 31.01.21 *Excludes Pasta & Rice offerings

[2] Niesen Scantrack Total World Foods Data to WE.30.01.21

[3] Google trends – search analysis for ‘fajita recipe’ from March 1st, 2020 – Feb 21st, 2021

[4] Tastewise 2021 Trends

[5] CMI Review and Synthesis of UK Trends and Foresights for 2021

[6] CMI Review and Synthesis of UK Trends and Foresights for 2021

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