Old El Paso, the number one brand in World Foods[1], is extending its category leading Old El Paso Tortilla Pockets™ range with a new Smoky BBQ variant, available now.
The SKU combines the brand’s first-to-market sealed bottom wraps with its classic and best-selling smoky BBQ flavour profile and aims to build on the outstanding success of the innovative Old El Paso Tortilla Pockets™ range. Since launching last summer, the platform has been 64% incremental to the category, driving +13% of all value growth in Mexican over the last year[2].
The flagship Old El Paso Tortilla Pockets™ Mild Kit is the number one NPD in World Foods[3] and is now worth £2.3m[4]. Together with the Old El Paso Tortilla Pockets™ carrier eight-pack, it has contributed 24% NPD value to the category[5]. Both products also rank in the top two NPDs in World Foods, with the new Smoky BBQ kit set to grow this success.
Maeve Judge, Marketing Manager for Meals & Baking UK at General Mills said: “Old El Paso Smoky BBQ is the number one flavour in Mexican[6] and chicken is a family favourite protein. We’re excited to combine the flavour profile with our Old El Paso Tortilla Pockets™, to offer even more convenient, customisable options for family favourite dinners.”
Old El Paso Tortilla Pockets™ Smoky BBQ (RRP: £3.79) will be available to the wider trade from the end of June onwards. Retailers are encouraged to stock up while barbecue season is in full swing.
[1] Nielsen Scantrack | World Foods Database | Data to 31.01.21 *Excludes Pasta & Rice offerings
[2] Dunhumby, Source of Value, 26 WEEK(S) FROM 31/08/2020 TO 28/02/2021
[3] Nielsen Scantrack | World Foods database 01.06.21
[4] Nielsen Scantrack data (MAT) 01.05.21
[5] Nielsen Scantrack | World Foods database 01.06.21
[6] Nielsen Scantrack | World Foods database 01.06.21
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