Nestlé is launching new frozen brands focused on Mexican and Asian cuisines as the world’s largest food manufacturer capitalizes on the growing demand for ethnic meals.
Younger consumers increasingly are looking for bolder flavors and more diverse food options found in global cuisine, a fast-growing market Nestlé estimated at $110 billion. The packaged food giant is aiming to capture a bigger portion of this segment with the help of established chefs to give the products a more authentic taste.
Nestlé’s Mings brand serving Asian food was created by celebrity chef Ming Tsai who has decades of experience sharing his signature East and West cuisine. For the Mexican fare, Nestlé developed Tapatío after partnering with the family-owned hot sauce brand of the same name along with chefs familiar with the cuisine.
“Introducing both Mings and Tapatío into our range of frozen meals is just one more way we’re meeting consumers with the accessibility they want in the bold flavors they crave,” Tom Moe, president of meals for Nestlé USA, said in a statement. “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 is no stranger to other cuisines from around the world.
The Switzerland-based company’s presence in 118 countries plays a key role in developing authentic foods. A few of Nestlé’s “powerhouse brands” that are household names in other parts of the world are imported to U.S., such as Maggi seasonings, soups and noodles; La Lechera condensed milk and dulce de leche; and Abuelita, a Mexican-style hot chocolate.
The addition of authentic Mexican and Asian foods not only allows Nestlé to meet growing consumer demand for these offerings but helps complement its more traditional pizza, macaroni & cheese and lasagna offered under brands such as Lean Cuisine and Stouffer’s in the U.S.
Mings and Tapatío are the first dedicated brands focused on international cuisine to be launched by Nestlé’s meal division.
Mexican cuisine is the third most popular in the U.S., according to Datassentials, and growing in popularity, particularly among younger adults.
“The new Tapatío frozen meals fill a white space for consumers looking to enjoy high-quality, Mexican recipes that deliver on authenticity in an approachable way,” said Roche McCoy, Tapatío’s director of licensing operations.
Asian food also is finding a larger presence at American dinner tables and restaurants due to its unique flavor profile and association with healthier eating. Sales of items in the “Asian/ethnic aisle” in U.S. grocery stores grew nearly four times more than overall sales from April 2023 to April of this year, according to data from analytics company Circana cited by The New York Times.
During the pandemic, companies such as Nestlé cut back on innovation to focus on keeping shelves stocked with their most popular items.
While the impact of COVID-19 is less prominent, the food environment is dealing with inflation that has prompted cash-strapped consumers to cut back on what and how much they buy. This has spurred food companies to accelerate their pace of innovation to attract consumers and differentiate themselves from their competitors.
Nestlé has been especially aggressive in launching new brands and adding SKUs to its existing products this year.
In May, the company announced it was rolling out its first major U.S. brand in nearly three decades to meet the needs of consumers taking GLP-1 medications and other individuals focusing on weight management. And last month, Nestlé’s frozen foods brand Stouffer’s launched its first shelf-stable offering with macaroni and cheese while Nespresso debuted its first ready-to-drink coffee in U.S.
