Old El Paso has launched its biggest breakthrough innovation of the year, with the new Extra Thin Tortillas.
The new variant offers the brand’s lightest ever wraps, at 96 calories per unfilled tortilla (45% less than the large version). It is the same size as Old El Paso’s large version but 30% thinner, allowing the same functionality and amount of filling.
Launching in Tesco and Asda this August, the new vegan-friendly SKU (192g/ RRP £2.15) is set to hit the shelves of all major grocery stores nationwide.
To support the launch, Old El Paso has dedicated a spend of almost £400,000 that will ensure the innovation is kept top of mind in and out of store. The integrated campaign will see activity across shopper, social, and digital.
With rising numbers of Brits opting for packed lunches and at-home meals, Old El Paso said the Extra Thin Tortillas will reinvigorate mealtimes by providing customers with more variety, while delivering exceptional flavour and taste. The product scored an impressive 77% purchase intent in consumer testing.
Aditi Hilgers, Head of Meals at General Mills, said: “As one of the major players in World Foods and the top Mexican food brand in the UK, we invest in innovation to ensure we’re continually recruiting new households and driving category growth. We’re therefore thrilled to launch Extra Thin Tortillas – the first product of its kind that we’re confident will open our brand up to an even broader audience.”
