Discovery Foods launch new products

Discovery Foods has launched industry-first, preservative-free tortillas to the UK food market. The Mexican 'cook-at-home' category is worth just under £140 million in the UK.

Around two thirds of this category is made up of fajitas alone, with the rest coming from Burritos, Tacos and Enchiladas amongst others.

The move into the 'free from preservatives' aims to provide a wider choice to customers and persuade new customers to delve into Mexican cooking. Further to this, as the wraps are produced in the UK using British flour, it is hoped that this will appeal to customers looking to promote UK trade and buy locally. In 2010 over a million new customers stepped into the Mexican cooking category and Discovery Foods will most likely be hoping for equally as impressive figures for 2011.

Discovery Foods have also revamped the food packaging for the preservative free wraps, including well positioned messages about its British sourced stance and its preservative free products. As with other brands and own-label products in the Mexican category, Discovery have included instructions on the back of the packaging informing customers how to make the perfect Fajita.

Discovery Foods is recognised as being the top brand in Mexican home cooking and the new addition to its already popular range is likely to prove a success.