Old El Paso has unveiled a trio of taco meal kits, plus a new recipe for its crunchy taco shells.
Street Vibes Birria Taco Kit (rsp: £3.20/257g), Smoky BBQ Crunch Taco Kit (rsp: £4.40/292g), and Sweet Paprika & Garlic Soft Taco Kit (rsp: £3.95/287g) will land in Tesco, Sainbury’s and Morrisons this month.
Birria Taco Kit was inspired by “one of the world’s most talked-about street food trends”, said the Tex-Mex brand. Birria had taken over social feeds and street food menus thanks to its “rich, umami-packed broth and dip-and-devour style”, it added.
The kit features an “aromatic consommé and preservative-free soft tortillas designed for dipping, folding and holding”.
Meanwhile, Smoky BBQ Crunch Taco Kit brings the brand’s signature smoky barbecue flavour to its hard shell tacos for the first time, and Sweet Paprika & Garlic Soft Taco Kit is designed for families seeking “big flavour without the heat”.
Old El Paso has also launched two cooking sauces: Chipotle Taco Cooking Sauce (rsp: £2/170g) and Fajita Cooking Sauce (rsp: £2/170g) that will also launch in Tesco, Sainsbury’s and Morrisons this month.
Alongside the launches, the brand has updated the recipe for its crunchy taco shells. The reformulated shells boast a “stronger corn flavour and improved texture”.
Made using whole corn kernels and a traditional Mexican nixtamalisation technique, the new recipe has rolled out across Crunchy Taco Shells, Crunchy Taco Shells Family Pack, Sweet Paprika & Garlic Crunchy Taco Kit, and Stand ’N Stuff Taco Kit.
The activity will be backed by a multimillion-pound ‘The Crunch is Calling’ campaign, spanning TV, video on demand, out of home and social media.
“Consumers are looking for quick and convenient meals at home, but they still want great taste and customisable dishes that can please the whole household,” said Nicole Whelan, head of brand at Old El Paso UKI.
“Tacos sit at the heart of this demand, which is why we’re expanding our range with bold new flavours and easy meal solutions that deliver even better flavour and crunch. From Smoky BBQ to Birria, these launches are designed to help people explore more Mexican-inspired food at home and turn everyday meals into something special.”
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