NPD: Old El Paso unveils Taco innovation

The General Mills owned brand has made the move as tacos continue to rise in popularity in the World Foods category. Old El Paso said consumer searches for tacos were up 261% while there has been an overall 17% year-on-year rise in Mexican food sales (Nielsen IQ, January 2025). Old El Paso has revamped its New Smoky BBQ Crunchy Taco Kit bringing its Old El Paso’s signature Smoky BBQ flavour to hard shell tacos for the first time. It has also launched the Street Vibes Birria Taco Kit, inspired by street food trend Birria which boasts a “rich, umami-packed broth and dip-and-devour style.” This kit also has an aromatic consommé served with preservative-free soft tortillas for dipping, folding and holding. There is also the New Sweet Paprika & Garlic Soft Taco Kit, which is made for families who love “big flavour without the heat”. It has 12 mini soft tortillas, a Sweet Paprika & Garlic Seasoning Mix and a smooth taco sauce. Old El Paso is also launching two new cooking sauces including the New Chipotle Taco Cooking Sauce and the New Fajita Cooking Sauce. Alongside these new launches, Old El Paso has also revamped its entire crunchy taco range including the refreshed Crunchy Taco Shells (12 pack), the Sweet Paprika & Garlic Crunchy Taco Kit , the Crunchy Taco Shells Family Pack (18 pack), and the Stand ’N Stuff Taco Kit, featuring flat-bottom shells that stand up for easier filling and less mess. Nicole Whelan, Head of Brand, Old El Paso & Green Giant UKI , said: “Consumers are looking for quick and convenient meals at home, but they still want great taste and customisable dishes that can please the whole household.” She added: “Tacos sit at the heart of this demand which is why we’re expanding our range with bold new flavours and easy meal solutions that deliver even better flavour and crunch. From Smoky BBQ to Birria, these launches are designed to help people explore more Mexican-inspired food at home and turn everyday meals into something special.”

NPD: Old El Paso unveils Taco innovation

Old El Paso has revamped its taco product range to deliver “better flavour and better crunch”, alongside a range of new launches to tap into the growing trend for convenience.

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