name: Old El Paso
summary: Leading Mexican-inspired food brand owned by General Mills, known for taco kits, salsa, and seasoning mixes that brought Tex-Mex into kitchens worldwide.
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Leading Mexican-inspired food brand owned by General Mills, known for taco kits, salsa, and seasoning mixes that brought Tex-Mex into kitchens worldwide.
1938: Brand created by Clinton D. Farr in Texas. 1941: First canned enchilada sauce and taco sauce. 1971: Acquired by Pillsbury. 1980s: Stand N Stuff taco shell innovation. 1989: Acquired by General Mills in Pillsbury merger. 1990s: International expansion (UK, Australia, Europe). 2010s: Que marketing campaign became viral. 2020s: Plant-based and low-sodium product lines.
Mexican-inspired convenience foods: hard and soft taco shells, seasoning mixes, refried beans, salsa, tortillas, and dinner kits. Sold through grocery retail globally. The Stand N Stuff self-standing taco shell (1980s) was a genuine product innovation that created a new category. Strong presence in UK and Australia, sometimes bigger than in the US.
Brand recognition in Tex-Mex convenience food is nearly synonymous with the category. General Mills distribution and marketing muscle. The Stand N Stuff patent created lasting category leadership. Strong international presence (especially UK where it is the number 1 Mexican food brand).
Part of General Mills International segment (approximately $2B revenue). Brand sold in 30+ countries. In the UK, Old El Paso holds approximately 60% of the Mexican food aisle.