Tyson Foods is test-launching a range aimed at the Hispanic market in the US cities of Houston and Dallas, with a view to expanding distribution nationwide.

Under its new brand, Tyson Al Gusto!, the US meat giant has brought a Mexican-inspired range to the market including thin sliced and pressed chicken breast for Milanesa, seasoned split whole chicken and fajita breast strips.

Speaking yesterday (15 May) at the BMO |Capital Markets Agriculture and Protein Conference, Tyson president and CEO Dick Bond said the company was confident that the tests would prove successful.

“Tyson Al Gusto! translated means ‘Tyson to your liking’,” Bond said. “Our strategy is to produce products that make it easier to prepare traditional Latin dishes at home. If market tests are successful – and we totally believe that they will be – we will expand Al Gusto! into other markets and add beef and pork products to the product line as well.”

Commenting further on the possibility of expanding the range this afternoon, a spokesperson for the company was more guarded on the issue.

“If the test is successful, we expect to broaden the distribution of these products, however, it remains premature for us to be more specific,” the company told just-food.

Tyson has also revealed that it is planning a national TV campaign to try and boost sales during the summer grilling season.