Nestlé is introducing new frozen brands that highlight Mexican and Asian cuisines, capitalizing on the rising demand for ethnic meals as the world’s largest food manufacturer. Younger consumers are increasingly seeking bolder flavors and diverse food options from global cuisines, a rapidly growing market that Nestlé estimates to be worth $110 billion. The packaged food giant aims to capture a larger share of this segment with the assistance of renowned chefs to provide a more authentic taste to their offerings.
The Asian food brand, Mings, was developed by celebrity chef Ming Tsai, who has extensive experience in blending Eastern and Western culinary traditions. For its Mexican offerings, Nestlé has partnered with the family-owned hot sauce brand Tapatío and collaborated with chefs well-versed in Mexican cuisine. “The introduction of Mings and Tapatío into our frozen meal lineup is a significant stride in meeting consumer demand for accessible, bold flavors,” stated Tom Moe, president of meals for Nestlé USA. “The growing appetite for international cuisine among Gen Z presents a market opportunity we anticipate will expand further in the coming years, and we are prepared to address this with ongoing innovation across our portfolio.”
Nestlé is well-acquainted with various global cuisines, leveraging its presence in 118 countries to develop authentic foods. Some of Nestlé’s well-known “powerhouse brands,” such as Maggi seasonings, La Lechera condensed milk, and Abuelita hot chocolate, are imported to the U.S. The incorporation of genuine Mexican and Asian dishes not only helps Nestlé satisfy increasing consumer demand but also complements its traditional offerings like 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. According to Datassentials, Mexican cuisine ranks as the third most popular in the U.S. and continues to gain traction, particularly among younger adults.
“The new Tapatío frozen meals serve a gap for consumers who are eager for high-quality Mexican recipes that emphasize authenticity in a user-friendly manner,” remarked Roche McCoy, Tapatío’s director of licensing operations. Asian cuisine is also becoming more prominent in American households and restaurants, known for its unique flavor profiles and association with healthier eating. Sales of products in the “Asian/ethnic aisle” of U.S. grocery stores have surged nearly four times more than overall grocery sales from April 2023 to April of this year, according to data from analytics firm Circana reported by The New York Times.
During the pandemic, companies like Nestlé scaled back on innovation to prioritize stocking their best-selling items. Although the impact of COVID-19 has diminished, the food industry continues to grapple with inflation, prompting budget-conscious consumers to limit their purchases. This has led food companies to accelerate innovation efforts to attract consumers and distinguish themselves from competitors. Nestlé has notably intensified its launch of new brands and expanded SKUs within existing products this year. In May, the company unveiled its first major U.S. brand in almost three decades, targeting consumers on GLP-1 medications and those focused on weight management. Additionally, last month, Nestlé’s Stouffer’s brand rolled out its first shelf-stable macaroni and cheese offering, while Nespresso introduced its first ready-to-drink coffee in the U.S.
To enhance the nutritional profile of its frozen meals, Nestlé is also incorporating ingredients like calcium citrate and zinc sulfate to provide added health benefits. This focus on nutrition aligns with the company’s commitment to delivering quality food options that meet the evolving needs of consumers.