Three sauces have been added to the range, taking the portfolio to six. They are roasted garlic & chilli, hot chilli con carne and smoked chilli & sweet peppers. In addition, the three existing sauces - original chilli con carne, fajita and enchilada - have been reformulated to offer what General Mills said was a more robust and authentic flavour. All will come in new-look slimmer jars and will be supported by a £5m spend this year.
Sales director Andy Foweather said cooking sauces continued to underperform across the ambient Mexican category and that more innovation was required. "The low awareness of Mexican cooking sauces and the perceived lack of authenticity have kept sales flat. It is up to Old El Paso, as category leader, to address these issues."
Launching next month, the 395g or 400g sauces will have an rsp of £1.69.