General Mills-owned Old El Paso is boosting its meal kit portfolio in the UK as it aims to tap into growing consumer demand for convenient, restaurant-quality meals at home.
Three new “premium” variants are now available exclusively in Tesco: smoky chipotle taco meal kit with a cool mango drizzle, habanero and lime taco meal kit with a coco ancho drizzle, and ancho chili and honey fajita meal kit with zesty drizzle.
All three new recipes are said to offer “complex layers of flavours that contrast and complement each other”.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “We’ve developed this premium range to appeal to those with a millennial mindset in that they’re looking for meals that are of a style and quality that you would find in a restaurant, but can easily be made at home.
“The meal kits come with a gorgeous drizzle sauce – a first in the Mexican aisle – that complements the overall flavour of the dish while helping diners make their meals look insta-worthy.”
General Mills said out-of-home consumption of Mexican cuisine has increased significantly in the UK, further fuelling the consumer desire to recreate the Mexican experience at home.
The new range will be supported by shopper marketing to target consumers both online and in store. Each meal kit is available with a recommended retail price of £3.99.
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