Tapping into a $110 Billion Market with New Frozen Food Brands
Nestlé is launching two new frozen food brands—Mings and Tapatío—designed to capture the growing global appetite for ethnic cuisine. With an estimated market size of $110 billion, international flavors are becoming increasingly popular, particularly among Gen Z consumers who crave bold and diverse food options.
Nestlé’s Global Strategy: Meeting Consumer Demand for Ethnic Meals
As the world’s largest food manufacturer, Nestlé is tapping into the rising demand for international cuisines. The company’s new frozen offerings cater to younger consumers who are more interested in trying new flavors from different cultures.
The introduction of Mings, focused on Asian cuisine, and Tapatío, featuring Mexican dishes, allows Nestlé to expand its product line and meet this demand. Both brands were developed with input from expert chefs to ensure authenticity.
“Mings and Tapatío are part of our strategy to bring bold, global flavors to consumers, offering accessible and authentic frozen meals,” said Tom Moe, president of meals for Nestlé USA. “The international cuisine trend, driven by Gen Z, is a key growth area, and we are ready to innovate and expand.”
Celebrity Chefs and Authenticity
Mings was created in collaboration with celebrity chef Ming Tsai, known for his unique fusion of East and West culinary traditions. For Tapatío, Nestlé partnered with the family-owned hot sauce brand Tapatío, working with chefs who specialize in authentic Mexican cuisine.
By incorporating the expertise of these chefs, Nestlé aims to offer products that reflect the genuine flavors of Mexican and Asian food, enhancing its frozen meal portfolio.
Nestlé’s Global Experience: A Key to Authentic Flavors
Nestlé’s global reach plays a significant role in the development of authentic ethnic foods. With operations in 118 countries, the company has a deep understanding of international cuisine. Many of its popular global brands, like Maggi (known for seasonings, soups, and noodles), La Lechera (condensed milk and dulce de leche), and Abuelita (Mexican hot chocolate), have been imported into the U.S. market.
Adding authentic Mexican and Asian foods to its product range not only addresses growing consumer interest but also complements Nestlé’s more traditional offerings, such as pizza, macaroni & cheese, and lasagna from brands like Lean Cuisine and Stouffer’s.
Popularity of Mexican and Asian Cuisines in the U.S.
Mexican food is already the third most popular cuisine in the U.S., and its popularity continues to rise, particularly among younger generations. Roche McCoy, director of licensing operations for Tapatío, highlighted the importance of bringing authentic Mexican dishes to the U.S. market.
“The new Tapatío frozen meals fill a gap for consumers looking for high-quality, authentic Mexican recipes that are approachable and easy to enjoy,” said McCoy.
Asian cuisine is also gaining traction in the U.S. due to its distinctive flavor profiles and perceived health benefits. Data from analytics company Circana showed that sales of items in the “Asian/ethnic aisle” in U.S. grocery stores grew nearly four times faster than overall grocery sales between April 2023 and April 2024, as reported by The New York Times.
Post-Pandemic Innovation and Competition
During the COVID-19 pandemic, many companies, including Nestlé, shifted their focus to maintaining stock levels of core products. However, as the pandemic’s effects have lessened, companies are facing new challenges, such as inflation and changing consumer behaviors. Many shoppers, pressured by rising prices, are reducing their spending and buying habits.
To stay competitive, food companies are ramping up innovation efforts. Nestlé has been particularly active in launching new products and expanding existing lines to capture consumer interest.
Earlier this year, the company introduced its first new U.S. brand in nearly three decades, targeting consumers focused on weight management, including those using GLP-1 medications. Nestlé also expanded its Stouffer’s brand with its first shelf-stable macaroni and cheese, and launched Nespresso’s ready-to-drink coffee in the U.S.
Nestlé’s Continued Growth in the Frozen Foods Sector
Mings and Tapatío mark Nestlé’s first frozen food brands focused specifically on international cuisines. These launches allow the company to reach a growing market and appeal to the adventurous palates of Gen Z and other consumers seeking diverse and authentic flavors.
With its global expertise and commitment to innovation, Nestlé is positioning itself to meet the increasing demand for ethnic meals, while continuing to offer traditional favorites.
As the trend for international flavors continues to grow, Nestlé’s expansion into Mexican and Asian cuisine ensures it stays at the forefront of this rapidly evolving market.
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