General Mills is launching two additions to its Old El Paso range in the UK.

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Oven-baked crispy chicken fajitas and stand ‘n’ stuff tacos will be backed by a heavyweight multi-million pound marketing campaign planned for 2008 in a push to drive category penetration.


Linda Hipkiss, marketing director of General Mills UK, said: “The launch of these two new products will be supported as part of a GBP5.5m (US$10.9m) marketing investment during 2008 which will include national TV advertising.


“The campaign will ensure the Old El Paso brand is front of mind with shoppers and drive trial of the new products.”

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