General Mills is moving in a new direction with Old El Paso Tortilla Bowls, its new bowl-shaped chips designed for scooping up sauces and sides.

Old El Paso Tortilla Bowls

Available from June, the new sea salt flavoured product is being marketed as an appetizer for the Big Night In occasion or as a side for Mexican meals (rrp £1.65 each).

The new launch will be supported by a heavyweight 360-degree campaign, in-store shopper marketing, as well as an above-the-line campaign to support the roll-out across the convenience and grocery channels.

Lindsay Hill, marketing manager for meals & baking at General Mills, said: “At Old El Paso, we believe happiness is eating food with the people we love and we exist to create these easy, noisy, talky, shared moments. Tortilla Bowls build on this, offering another tasty part of a Mexican meal that can be passed around and enjoyed.

“We’ve had great feedback so far – in our consumer testing, 73% of consumers said they’d serve Tortilla Bowls as a starter, while 53% said they’d make a great canapé, which shows just how versatile they are.”