The Old El Paso brand is dialling up taco night this summer and is on a mission to deliver the very best Mexican-inspired experience at home, it has revealed.
Every taco product in the range has been revamped to deliver better flavour and crunch, it added, alongside a range of exciting new launches that bring “more choice, more fun and more flavour to the table.”
The new Smoky BBQ Crunchy Taco Kit is described as a bold twist on a family favourite, bringing Old El Paso’s signature Smoky BBQ flavour to hard shell tacos for the first time.
Next is the new Street Vibes Birria Taco Kit, inspired by one of the world’s most talked‑about street food trends. Birria has taken over social feeds and street food menus with its rich, umami-packed broth and dip-and-devour style - and now it’s coming home, Old El Paso said. The kit delivers the full experience in around 20 minutes, with an aromatic consommé and preservative-free soft tortillas made for dipping, folding and holding.
Rounding out the taco kits is the New Sweet Paprika & Garlic Soft Taco Kit, made for families who love big flavour without the heat.
The brand has also announced it’s launching two new cooking sauces at the same time. The Chipotle Taco Cooking Sauce brings deep, smoky chipotle heat in a quick, convenient pouch, while the Fajita Cooking Sauce “brings Mexican-inspired spices and savoury warmth for fast, fuss-free fajitas any night of the week,” it added.
Alongside these launches, Old El Paso has transformed its entire crunchy taco range. Every crunchy taco product now delivers better flavour and better crunch. Four favourites have been upgraded with a next-level shell, offering bigger corn flavour, improved texture and the ultimate crunch.
The improved crunch experience is now rolling out across the refreshed Crunchy Taco Shells (12 pack), the Sweet Paprika & Garlic Crunchy Taco Kit, the Crunchy Taco Shells Family Pack (18 pack) made for sharing, and the Stand ’N Stuff Taco Kit, featuring flat-bottom shells.
The launch is backed by a multi-million-pound investment in Old El Paso’s The Crunch is Calling campaign, spanning TV, VOD, OOH, paid social posts and influencer activity.
The fully integrated campaign has been “designed to build broad awareness and cultural cut-through, cementing Old El Paso as the go-to for modern, flavour led meals that bring friends and family together,” it said.
Nicole Whelan, head of brand at 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.
“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.”
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