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Old El Paso Looks to Innovate Tortilla Category with New Launch

Old El Paso Looks to Innovate Tortilla Category with New Launch


EL PASO, TX
Thursday, September 24th, 2020

There is a special technique to rolling the perfect burrito—one that does not break open and spill the delicious masterpiece on the inside onto the plate. However, this wonderful technique is not one that is easy to master, that is why Old El Paso has introduced its new Tortilla Pocket wraps for those who are still learning the ways of burrito wrapping. The wraps are sealed at the bottom to offer up the perfect solution to an age-old challenge.

Maeve Judge, Marketing Manager, General Mills“With more and more shoppers entering the World Foods aisle, it’s an exciting time for the category—and a very exciting time for Old El Paso!” said Maeve Judge, Marketing Manager. “Tortilla Pockets have been three years in the making, so we’re thrilled to finally bring them to market. Given the levels of excitement that we saw while working through consumer research to develop the perfect product and packaging, we are confident it’s truly anchored in solving a consumer need.”

According to an article from KamCity, the mess-free tortilla option solves the spillage issue for those who have struggled with rolling the perfect burrito for years or whether they are new to Mexican food altogether. The new Tortilla Pocket wraps will be available in a meal kit or by themselves in a pack of eight.

Old El Paso has introduced its new Tortilla Pocket wraps for those who are still learning the ways of burrito wrapping

To promote its newest innovation, Old El Paso is launching a major marketing campaign with includes TV and video on demand ads that will begin airing September 28. The ads come in tandem with a host of social media and influencer campaigns to support the new product. Old El Paso is also planning both in-store and online shopper activation.

Old El Paso’s latest creation comes as an ingenious hack for those who want to enjoy the classic Mexican food staple that is the burrito without the hassle of trying to wrap one. I have a feeling shoppers, and retailers, will come clamoring for this genius product that we’ve all been waiting for, even if we didn’t realize it.

Old El PasoGeneral Mills
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