The relaunch is planned for early May 2014 and will see the entire Discovery Foods product range relaunch under the Santa Maria brand.
“The nation’s appetite for world food is ever-increasing and consumers are more adventurous in exploring new tastes and flavours than ever before,” said UK marketing manager Bhavika Thakrar. “Its popularity is not just a result of increased foreign travel, food and television, but also the growing divergence in our ethnic community. Plus, it’s not only the foodie consumers who are now seeking out ethnic ingredients, but also mums and busy workers who want to make delicious, great-tasting meals without compromising on flavour.”
The Santa Maria relaunch will be rolled out across all of Discovery’s core Mexican range, as well as being supported with an extensive range of innovative new product development, which will include a new Season & Sauce range, two chilli pastes, a series of Mexican-style accompaniments and a Heat, Spice & Shake tortilla chip selection.
Santa Maria will also launch its reformulated Enchilada Kits and Seasonings.
The relaunch will be supported with a £6.5m marketing campaign including print advertising, digital and PR.
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