Old El Paso, leader in Mexican-inspired cuisine with 63,3% market share in France, is elected favorite brand of the French in the “world products” category. This distinction is an asset for the brand which wishes to strengthen its presence in the minds of consumers.
Since 2015, the favorite brand of the French is a distinction which rewards a brand with a guarantee of quality and a level of recommendation by French consumers. Based on studies carried out by an external survey institute which compares all existing brands on the market, it rewards the favorite brand of the French in each category, that is to say the one with the highest empathy rate on the market. Following the results of the sector study, a single brand is elected for a period of two years, as Old El Paso is today. “It’s an honor to see Old El Paso elected the French’s favorite brand. This is a sign of a very strong consumer attachment to our brand., and the conviviality it conveys”, consider Rodrigo Patino, marketing director of General Mills France, headquarters of Old El Paso. Old El Paso placed first on the podium by obtaining the greatest number of “likes” during a study carried out on August 23 and 24 by OpinionWay with a sample of 1,005 people aged 18 years and over, representative of the French population.
A brand born in the United States
The Old El Paso brand was born in 1938 in the United States. She arrived in France in 1986. In 1995, it was bought by the agri-food group Pillsbury, which merged with General Mills in 2001, also owner, In France, of the Häagen-Dazs brand, Green Giant and Nature Valley. Old El Paso markets a diverse range of products, easily recognizable by their yellow packaging : kits for cooking fajitas, burritos, tacos, tortillas, wraps, chips and sauces. Products to enjoy as an aperitif or at the table, with family or friends.
A production in Spain
It's in San Adrian, in Navarre, in the north of Spain, that some of the brand's flagship products are created, such as tortillas and sauces. The site produces up to 4,5 million tortillas every day! It has become a major economic player in the region with its 800 employees., of which 600 work for the Old El Paso brand. Next step : popularize fajitas at home, plat tex-mex par excellence. Rodrigo Patino announces that “Old El Paso is doing everything possible to establish the ritual of fajitas Friday in France, already very widespread in the Nordic countries”.
