Mexican brand Old El Paso has announced a strategic packaging update positioned to deliver easier product differentiation for shoppers.

While the brand’s iconic yellow packaging acts as a beacon in store, research has shown 43% of consumers leave without a purchase due to confusion at shelf – suggesting there is an opportunity to boost sales via the newly simplified packaging.

The new-look packs strip back the amount of information which features, streamlining the flow by adopting a system to aid shoppability.

Changes include clear entry points and reading directions, a unique colour coding for each flavour and clearer spice level indications. Additionally, clearer flavour descriptor labelling has been added, while packaging formats provide a distinct differentiation between the core range and the more recently launched Stand ’N Stuff range.

Meanwhile, the brand’s logo and signature yellow base pack colour will remain and on-pack food photography, which has been identified as being key to help shoppers choose a product, will be amplified.

Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “World foods currently sees double the dwelling time of many other sectors and we’re excited to be leading the way with this strategic packaging update to aid shoppability. This should help consumers to quickly identify their favourite products as well as pick up something new to try with family and friends.

“Old El Paso is uniquely positioned in terms of brand recognition, with a large existing customer base and high consumer brand loyalty. The brand recently secured 31% penetration in the UK and this new packaging update will play a role in ensuring we expand on this success.”