Old El Paso Stand 'N' Stuff Soft Taco Kit

Last year: 96 ▲ 

Sales: £99.2m (+2.1%)

The popularity of spicy Mexican cuisine has doubled in the past decade, says Nielsen, with penetration now at 54% in UK homes and the likes of Old El Paso adding £2m in sales last year as a result. Working with the mults to push impulse buys via bespoke themed events and delivering a £4m ATL marketing campaign across TV, digital and stores, Old El Paso has shifted an extra 340k units (a rise of 6.5%). The brand adds that innovation such as Stand ‘n’ Stuff has paid dividendsdriving 65% of incremental sales growth in the category alone.