Consumers are increasingly moving out of fajita kits into cooking using individually purchased ingredients, according to Kantar research for the Mexican food specialist.
"We've been focusing on individual products and linking promotions so you can tailor-make your own kit. We're seeing people move from kits into separates," said Bev Taylor, regional marketing manager.
The news comes one week after Discovery returned to TV with a campaign marking a redesign of its wrapbreads.
Running until the end of April, the push will encourage consumers to switch from regular bread to wrapbreads.