Old El Paso, the UK’s number one brand in World Food[1], is refreshing its limited-edition range with a first-to-market Veggie Fajita Kit that is vegan friendly, landing on Morrisons’ shelves on 30th December for a launch exclusive.
The tasty new meal solution will be available just in time for the Veganuary boom and is set to be a hit, with more people choosing plant-based meals and one in five cutting down on meat during lockdown.[2]
Old El Paso’s new Veggie Fajita Kit includes eight soft flour tortillas and a delicious seasoning mix designed to be roasted with vegetables such as sweet potato, carrot, and courgette. The pack also includes an additional spice mix to create a sauce that complements the flavour profile of the veggies.
The Kit will help retailers tap into increased demand for easy, plant-based meal solutions. Given that 92% of plant-based meals are eaten by non-vegans[3], this is the perfect opportunity to provide shoppers with a simple switch from a brand they know and love.
The packaging features an eye-catching black ‘Limited Edition’ border on the distinctive Old El Paso design to drive cut through on shelf. To support the exclusive launch, the brand is investing in Morrisons shopper support in store and online, together with a feature on the grocer’s January Health Homepage.
Sarah Hanley, Brand Experience Manager at Old El Paso, said: “We’re thrilled to give our customers a fresh and exciting way to enjoy their Fajitas and increase their veggie intake, but also ensure everyone at the table can enjoy Mexican, as almost one in ten households now include a vegan or vegetarian.[4]
“There’s nothing like this product on the UK market and that’s what our limited-edition strategy is all about – modernising Mexican and opening palettes to newer flavours and food experiences, all wrapped up in a super convenient kit! Bring on Veganuary…”.
[1] Nielsen Scantrack |Total World Foods | Latest 52 weeks to WE 28.08.21
[2] Mintel Covid Report 2021
[3] https://www.kantar.com/uki/inspiration/consumer/only-3-per-cent-of-uk-self-define-as-vegan/
[4] Nielsen Homescan |Total GB| 4 WE 30.01.21 vs. YA (categories)
Comments are closed.