Nestlé Launches New Frozen Brands Focused on Mexican and Asian Cuisines
Nestlé is introducing new frozen brands that cater to the growing demand for ethnic meals, specifically Mexican and Asian cuisines. With younger consumers seeking bolder flavors and more diverse food options, Nestlé estimates the global market for ethnic cuisine to be worth $110 billion.
Partnering with established chefs, Nestlé aims to bring authentic tastes to its products. Celebrity chef Ming Tsai collaborated with Nestlé to create the Mings brand for Asian cuisine, while Tapatío, a Mexican hot sauce brand, inspired Nestlé’s Mexican fare.
Tom Moe, president of meals for Nestlé USA, stated, “The demand for international cuisine, driven by Gen Z, is a market opportunity we expect to expand even further in the coming years, and one we’re ready to meet with continued innovation across our portfolio.”
Nestlé, known for its presence in 118 countries, has a history of developing authentic foods from around the world. Some of Nestlé’s popular international brands, such as Maggi seasonings, La Lechera condensed milk, and Abuelita hot chocolate, are now available in the U.S.
The addition of Mexican and Asian foods complements Nestlé’s existing offerings, such as pizza, macaroni & cheese, and lasagna under brands like Lean Cuisine and Stouffer’s.
Mings and Tapatío mark Nestlé’s first dedicated brands focused on international cuisine within its meal division. Mexican cuisine, in particular, is gaining popularity in the U.S., especially among younger adults.
Asian cuisine is also on the rise in American households and restaurants, known for its unique flavors and association with healthier eating habits. Sales of Asian/ethnic food items in U.S. grocery stores have seen significant growth, reflecting the increasing demand for these products.
During the pandemic, Nestlé, like many other companies, focused on maintaining popular items on shelves rather than introducing new innovations. However, as the food industry faces inflation and changing consumer behaviors, Nestlé has accelerated its pace of innovation to attract customers.
Nestlé has been proactive in launching new brands and expanding its product range, catering to various consumer needs. Recent initiatives include introducing a brand for consumers on GLP-1 medications, launching shelf-stable offerings like macaroni and cheese, and debuting ready-to-drink coffee.