Old El Paso is moving its distinctive red and yellow branding into the chiller cabinet for the first time.
Old El Paso Mexican Style Grated Cheese will sit on the dairy shelves in plastic packs, said David Giles, marketing controller at The Cheese Company, which is producing it under licence from General Mills. “It will be easily recognisable among other products in the chiller cabinet, thanks to Old El Paso’s distinctive branding and packaging.”
The cheese is a speciality blend of Cheddar and mozzarella, jalapeno peppers, red and green bell peppers and capsicum seeds (rsp: £1.89 for 200g) and was developed after research showed a gap in the market for cheese for specific eating occasions.
It will be marketed specifically to accompany Mexican meals, such as tacos, enchiladas, fajitas and burritos.