Sainsbury's has launched what it claims is the first complete chilled Mexican food line-up.

The 20-strong selection, rolling out to 545 stores now, ranges from meal kits to individual dishes and a variety of accompaniments (rsp: from £1.50 to £6).

Developed with the help of a London-based Mexican chef, the range should benefit from the growing popularity of Mexican food. The number of Mexican meals eaten at home in the UK rose 14% during 2010 [Kantar Worldpanel]. Until now, NPD has predominantly been ambient.