Mexican food brand Old El Paso has announced the launch of a new street-food-inspired line of soft taco kits, sauces, and spice mixes. The ‘Street Vibes’ range is hitting shelves this week and rolling out nationally through the summer.
With tacos fast becoming one of the Mexican food category’s leading segments – growing 8% YOY – the brand stated that the range has been designed to “transport taco lovers to bustling scenes of street food stalls and trucks, where the sights, sounds, and, most importantly, flavours, come alive with every bite”.
At the core of the Street Vibes range are two soft taco meal kits, available in two of the most popular Mexican street food flavours: Barbacoa and Al Pastor. With over 8.3 million two-person households in the UK, the meal kits are designed for two people, targeting a younger demographic.
The range also includes two sauces, Smoky Barbacoa and Sweet Chilli & Lime, to complement the flavours of the kits, as well as a guacamole spice mix and standalone soft taco pack.
The launch will be supported by a marketing campaign, including a new TV advert, video-on-demand, out-of-home advertising, social, and in-store activity later this summer.
Aditi Hilgers, Head of World Foods at General Mills UK, said: “At Old El Paso, as category leader, we’re always looking for new experiences to elevate at-home dining and invite new shoppers into the vibrant world of Mexican meals. Our new ‘Street Vibes’ range captures the fun and flavourful world of street tacos and makes it accessible to everyone – on any night of the week!
“Not only are we innovating with Mexican-inspired flavours, but we’re thrilled to launch our first meal kit for two people, helping our retail partners cater to a wider range of shoppers. There’s real magic in these recipes – the perfect choice for any duo looking to turn up the vibes at the dinner table!”
