Old El Paso has launched a new street food-inspired line of soft taco kits, sauces and spice mixes.
Named ‘Street Vibes,’ the new range is the first of its kind for the brand.
At the core of the Street Vibes range are two soft taco meal kits, available in two of the most popular Mexican street food flavours: Barbacoa, offering a distinctive smoky and sweet taste, and Al Pastor, for a spicy and fruity kick. The kits are designed for use with beef mince and chicken respectively, but also work well with fresh vegetables or plant-based meat alternatives.
With over 8.3 million two-person households in the UK, the kits are intended for couples, targeting a younger demographic through the flavours and format, and take just 20 minutes to prepare.
The range also includes two sauces, Smoky Barbacoa and Sweet Chilli & Lime; a guacamole spice mix; and a standalone soft taco pack.
The launch is supported by a new TV advert, video-on-demand, out-of-home advertising, social media and in-store activities.
Aditi Hilgers, Head of World Foods at General Mills UK, said: “Not only are we innovating with Mexican-inspired flavours, but we’re thrilled to launch our first meal kit for two people, helping our retail partners cater to a wider range of shoppers. There’s real magic in these recipes – the perfect choice for any duo looking to turn up the vibes at the dinner table!”
