FDBusiness.com

Over 30 products in Santa Maria’s Tex-Mex range have been given a clean and bold new look to help drive category growth.

The brand has modified the wrappings and recipes across a number of product lines, including seasoning mixes, chips, taco shells, tortillas and refried beans. The new look will be phased into stores over the next six months.

Its introduction follows extensive consumer research into brand perception and in-aisle considerations. At a time when consumers are increasingly health-conscious, recipe changes aligned to the new packaging adjustments include up to 21% less salt in Santa Maria tortilla chips, as well as up to 36% less sugar in Santa Maria fajita seasoning mix medium and Santa Maria taco seasoning mix. Clearer messaging around the brand promise of no modified starch, artificial colours, citric acid or maltodextrine across the range has also been incorporated into the redesign.

Other packaging changes include a new, brighter shade of Santa Maria red across the Tex-Mex range for greater standout; informal descriptions of the product below its name to help educate consumers; taste descriptors emboldened for flavour with taste benefit emphasis; recommended ingredient pairings for in-store shopper guidance; new attention-grabbing badges to highlight the USPs of individual products; and new photography to inspire shoppers around key consumption occasions.

Paul Brixey, Santa Maria UK marketing and shopper manager, said: “Our research tells us that consumers are analysing packaging and nutritional labels more than ever and this refreshed look for the Tex-Mex portfolio will provide clearer product usage and inspiration to sway consumer preference to the Santa Maria offering.”