Old El Paso has launched its biggest breakthrough innovation of the year. New Extra Thin Tortillas are the brand’s lightest ever wraps at 96 calories per unfilled tortilla – 45% less than the large version – and packing the same great taste. Launching in Tesco and Asda this August, the new vegan-friendly SKU is set to hit the shelves of all major grocery stores nationwide.
Each Extra Thin Tortilla is the same size as Old El Paso’s large version but 30% thinner, allowing the same functionality and amount of filling. The new, lighter tortillas also don’t compromise on taste, texture, or product experience, providing the same softness and flexibility Old El Paso tortillas are known for, and are made with quality ingredients and no preservatives.
As the number one Mexican food brand in World Foods, Old El Paso is on a mission to shake up the weekly mealtime repertoire whilst also driving category growth. With rising numbers of Brits opting for packed lunches and at-home meals, 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.
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.
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.
“From our breakthrough Tortilla Pockets, where we added a sealed bottom on a tortilla to make it easier to hold, to offering shoppers a lighter yet still super delicious option with our Extra Thin Tortillas, we’re truly blazing a trail with an NPD pipeline that surprises and delights our customers and consumers. Stay tuned to see what’s next!”
