Old El Paso Crunchy Tortilla Strips

Old El Paso is expanding its portfolio of Mexican food and ingredients – including its latest move into bagged snacks with the launch of Crunchy Tortilla Strips.

The “scoop-like” strips, made from 100% corn grains, made their debut in the US last summer. They will roll out in the UK at the end of this month into Tesco in two variants: Original and Cheese (rsp: £1.65/185g).

Designed to allow consumers “to dive into their favourite Mexican dip”, they join the likes of Nachips and Blue Corn & Sea Salt Tortilla Chips in Old El Paso’s bagged snack lineup.

They will be joined on shelf by more of the brand’s NPD “focused on the insight that Mexican food is highly impulsive”. Stand ‘N’ Stuff variant Smoky Chipotle & Sweet Tomato (rsp: £3.99/350g) will be available from late February, while June will see the arrival of wet cooking sauce trio Fajita Honey & Chillies, Fajita Smoky Chipotle and Chilli Con Carne Fire Roasted Tomatoes (rsp: £1.99/225g).

The launches came after Old El Paso “recently secured 33.8% penetration in the UK” said the General Mills brand’s marketing manager, Lindsay Hill. They would capitalise on the Mexican food trend that was “continuing to dominate” she added.

Old El Paso’s £1.5m marketing push, which kicked off last August, is set to run until the end of March.

In cooking sauces, the brand last year enjoyed a 10.2% value sales rise to £7.1m [Nielsen 52 w/e 9 September 2017].