KraftHeinz is bringing back its Mexican street food brand Delimex, a line of frozen foods inspired by Mexican street food.
The relaunch comes from the insight that the $6 billion frozen snack category is largely being driven by Mexican-inspired snacks. The brand brought the brand back after hearing about demand from consumers.
“At Kraft Heinz, we are consumer obsessed and keep culture at the forefront of everything we do for our brands,” said Rachel Drof, director of brand communications at Delimex. “Our core insight for Delimex is inspired by the vibrancy and spirit of enjoying every moment and the crave-able multi-sensory delight of Mexican street food. As frozen Mexican food typically doesn’t look, feel and taste anything like the fresh Mexican food people love – we saw a large opportunity for Delimex to change that and make every moment worth celebrating by bringing street food flavor and freshness to the freezer. Delimex wants to raise the bar for the consumer expectations of the Frozen Mexican Food experience and this relaunch is only the beginning.”
The new products have hit grocery stores nationwide with a refreshed packaging and enhanced flavor. The line includes a range of taquitos including: beef corn taquitos, chicken and cheese flour taquitos, and beef and cheddar rolled tacos.
To promote the relaunch the company launched a 360-marketing campaign, as well as an advertising and PR campaign. Additionally, Delimex partnered with muralists, Ale Ballesteros and Raul Urias, to create two murals in Dallas and Baltimore which showcase Mexican spirit dogs and a skeleton.
“Delimex has been around for nearly forty years but many don’t know who we are,” said Drof. “With steady growth over the past few years, we saw an opportunity to accelerate and establish Delimex as more than a product especially with the overall growth of Mexican food in and outside of the grocery store. After listening to consumer feedback for more flavor and filling we knew it was time to bring Delimex back and redefine the frozen aisle this summer with refreshed packaging, enhanced flavor and increased taquito filling— giving fans a perfectly balanced bite of crispy, savory tortilla to filling ratio.”
