Mexican food brand Old El Paso is swapping tortillas for rice in its latest meal kit product.
The introduction of the Chili and Paprika flavoured Burrito Bowl in the UK market follows its successful launch in the US. It is now available from Ocado and Morrisons, with further roll-out expected across major grocery stores later this year.
Inspired by the bowl formats trend within the out-of-home sector, Old El Paso’s new Chili and Paprika Burrito Bowl aims to appeal to shoppers in search of healthier mealtime options. Each pack contains lime & coriander flavoured rice, seasoning mix for chicken and seasoning mix to create a topping sauce. All can easily be assembled to create a family meal in just 20 minutes. The kit is also vegan-friendly and gives shoppers the option to incorporate different components into their meals.
The Chili and Paprika Burrito Bowl is one of three new NPDs launched by Old El Paso over the coming months as the brand looks to drive interest in the Mexican category by bringing restaurant-level innovation into the home.
Aditi Hilgers, Head of Meals at General Mills, said: “Consumers want tasty, and exciting products to spice up their midweek repertoire. We’re confident that our new Chili and Paprika Burrito Bowl kit will stir up excitement down the Mexican aisle and present consumers with even more occasions to enjoy Old El Paso.
“In line with the rest of the Old El Paso range, our Burrito Bowl meal kit is not only full of flavour, it contains the best ingredients to build a delicious meal that takes the stress out of cooking with its versatility and customisable components.”
