subject: Old El Paso Case Study: Addressing The Connectivity Trend With The Meal Kit Concept [print this page] Introduction Introduction
This case study on Old El Paso forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the meal kit brand has maintained its leadership position by capitalizing on consumer desire for family meals that are value for money and time saving.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Contents :
VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Meal kits are a growing offshoot of ready meals that address convenience and connectivity trends 2
Meal kits attract consumers who are looking for ready meals with added qualities 2
Meal kits address the connectivity trend, enabling consumers to spend quality time with their families 4
Meal kits help consumers explore foreign foods with ease, but some ethnic cuisines perform better in this format than others 6
Old El Paso is one of the strongest brands promoting the meal kit concept, addressing the convenience and connectivity trends 7
Old El Paso is one of the oldest established meal kit brands 7
Old El Paso's growth remains strong as it appeals to families on a budget 8
The brand has been marketed extensively in order to encourage regular family dining and a weekly 'taco night' 8
General Mills is working with grocery stores to promote the brand at point of sale 9
Conclusions 10
APPENDIX 11
Case study series 11
Methodology 11
Secondary sources 11
Further reading 11
Ask the analyst 11
consulting 12
Disclaimer 12
List of Tables
Table 1: The leading countries in the ready meals market in North America and Europe ($m), 2003-13 3
Table 2: Old El Paso product line 8
List of Figures
Figure 1: The US is the leading market for meal kit launches 3
Figure 2: Meal kit launches have been sporadic over the past five years 4
Figure 3: Family life achieves a high satisfaction rate around the world 5
Figure 4: Consumers are attempting to cook from scratch more often and be less reliant on ready meals 5
Figure 5: Meal kits have an Asian food focus in their core markets 6
Figure 6: General Mills offers a range of meal kits and related items under the Old El Paso brand 7
Figure 7: General Mills has promoted the Old El Paso brand as being a fun-loving family orientated brand 9
