Old El Paso is firing up sales of its Mexican food range with two new products.
The oven baked Crispy Chicken fajitas kit includes a special shaker bag to give the chicken a crispy crumb coating. It is aimed at families who want more taste but less heat in their food.
The second launch, the Stand ’n’ Stuff Tacos, is a version of the existing Old El Paso Tacos but offers a flat-bottom taco that will stand on its own, making it easier to fill. The taco shells are also slightly bigger, making them more of a complete meal.
The company said it has already seen successful debuts of the flat-bottom tacos in other markets, including Australia, where the product was rolled out in 2005, and where 90% of sales have been incremental to the category.
The launches will be supported as part of a £5.5m marketing investment during 2008 which will include national TV advertising.