Old El Paso, the Mexican food brand owned by General Mills, has added two new flavours to its seasoning mix range: Smoky BBQ Extra Mild Fajita Spice Mix and Fiery Chili & Tomato Hot Fajita Spice Mix.
The new lines join Old El Paso’s range of fajita spice mixes – including the Smoky BBQ (mild heat) and Roasted Tomato & Pepper (medium) SKUs – offering more choice for UK shoppers.
The launch is being supported by a wider £4m brand investment, aimed at driving top-of-mind awareness.
As the leader in the World Foods category with a 52% value share in the Mexican segment, Old El Paso noted that it is continually expanding its range to keep pace with evolving shopper preferences.
Seasoning mixes remain the fastest-growing segment within the Mexican category, with scratch cooking on the rise as more consumers opt for meals at home. The segment has grown 6% in the past year, with Old El Paso leading this momentum through 12% growth across its own seasoning mix range.
The new seasoning mixes are designed to drive footfall and category penetration by appealing to a wider pool of consumers who seek smoky and spicy flavours.
The new products are also part of Old El Paso’s latest sustainability initiative, with the seasoning mixes now available in fully recyclable packaging (recycle at store).
Aditi Hilgers, Head of Meals at General Mills UK, said: “By expanding our spice mix range, we’re catering to even more tastes and households,
“These new launches allow families to enjoy Mexican meals their way, without compromise – from Extra Mild to Fiery Hot, it’s all about creating a flavour experience that works for everyone.”
