Ok, my friends. Turns out the U.S. is not the only country with a twisted view of Mexican food. In fact, General Mills’ Old El Paso Fajita Dinner Kit (yes, a kit!) is the biggest selling “ethnic” product in the U.K., worth upwards of £12.5 million each year.
“It’s no accident that Old El Paso is the clear No 1 in the Mexican food category in the UK. Innovation is vital, even within a thriving category, to safeguard its ongoing and long-term success,” Andy Foweather, Sales Director for General Mills UK, told Thinkretail.
Wondering what’s in the kit? Here it goes: (I’m reading directly from the box. No joke.)
10 flour tortillas: Water, partially hydrogenated vegetable oil with mono-and diglycerides, glycerin, corn syrup solids, baking powder (baking soda, corn starch, sodium aluminum sulfate, calcium sulfate, monocalcium phosphate), salt, potassium sorbate and calcium propionate (preservatives), monoglycerides, fumaric acid, L-Cysteine hydrochloride.
Fajita seasoning mix: corn starch, maltodextrin, hydrolyzed corn and soy protein, sugar, salt, spice chili pepper, onion powder, citric acid, artificial color, silicon dioxide (anticaking agent) natural smoke flavor (?) sulfiting agents and ethoxyquin.
Mmmmmm… sodium aluminum sulfate seasoned with silicon dioxide and a natural smoke flavor? That will surely make you scream ¡Ajúa!