The UK’s number one Mexican food brand, Old El Paso[1], is swapping tortillas for rice with a Chili and Paprika flavoured Burrito Bowl added to its meal kit range after successfully launching in the US and scoring 70% purchase intent in UK consumer testing[2]. Now on shelves in Ocado and Morrisons, with further roll-out expected across major grocery stores later this year.
Inspired by the ever-popular bowl formats trend within the out-of-home sector, Old El Paso’s new Chili and Paprika Burrito Bowl will appeal to shoppers in search of healthier mealtime options. Each pack contains lime & coriander flavoured rice, seasoning mix for chicken and seasoning mix to create a delicious topping sauce. All can easily be assembled to create a perfect family-favourite meal in just 20 minutes. The versatile kit is vegan friendly and great for meal prepping, giving shoppers the freedom to incorporate different components into their meal.
The Chili and Paprika Burrito Bowl is one of three new NPDs launched by Old El Paso over the coming months, as the brand looks to drive interest in the Mexican category by bringing restaurant level innovation into the home.
Aditi Hilgers, Head of Meals at General Mills, said: “Consumers want tasty, and exciting products to spice up their midweek repertoire. We’re confident that our new Chili and Paprika
Burrito Bowl kit will stir up excitement down the Mexican aisle and present consumers with even more occasions to enjoy Old El Paso.
“In line with the rest of the Old El Paso range, our Burrito Bowl meal kit is not only full of flavour, it contains the best ingredients to build a delicious meal that takes the stress out of cooking with its versatility and customisable components.”
[1] Nielsen World Foods Report, WE 26.11.22
[2] UK Quick Predicts
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