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September 14, 2017

General Mills launches Old El Paso free-from tortillas in UK

General Mills is introducing white corn tortillas under its Old El Paso brand in the UK to cater to allergy-conscious consumers amid a growing market for Mexican food. 

By Simon Harvey

General Mills is introducing white corn tortillas under its Old El Paso brand in the UK to cater to allergy-conscious consumers amid a growing market for Mexican food.

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The tortillas use corn as the key ingredient rather than wheat, and have already been launched in Sainsbury’s and Asda supermarkets in 220 gram packs of ten, according to a statement.

Lindsay Hill, marketing manager for Old El Paso at General Mills’ UK arm, said: “In trials, they’ve already proved a hit with shoppers who are looking for convenient meal solutions that all the family will enjoy. They will also appeal to the 52% of UK households now buying into the free-from category, which is not only shopped by people with allergies, but also ‘gluten avoiders.”’ 

Old El Paso also supplies complete Mexican meal kits, along with taco shells, seasonings, cooking sauces and tortilla chips.

“Old El Paso’s white corn tortillas offer a more authentic Mexican product than many currently on the market. All-importantly, the product also tastes great as well as providing a versatile choice for a variety of lighter meals,” Hill added.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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