Discovery Foods is being rebranded as Santa Maria as it bids to triple sales in the next six years.

Currently a Mexican specialist, Discovery’s existing range of 43 products will be merged with 30 new Mexican lines under the name of its Swedish parent, but the plan is to also extend into Thai and barbecue in due course.

Among the new products are a Season & Sauce range comprising a jar of sauce with dry spices in a compartment in the lid; two chilli pastes; and a seasoning mix for making guacamole.

Santa Maria is also launching Heat, Spice & Shake, a 125g bag of corn chips, and sachets of Chips Spice seasoning flavours, sold separately. The chips are heated in a microwave and eaten warm after being seasoned.

The range, rolling out to retailers from next week, features similar branding and colours to Discovery Foods products to help the £34.3m brand [IRI 52w/e 30 March 2014] retain its existing customers while targeting sales of £90m by 2020. The launch is being supported by a £6.5m push that will include TV later in the year, as well as outdoor, digital and sampling.

Tesco, which has worked with Santa Maria on the relaunch - including helping with product selection - will include a mailer to its customers offering a free sample and money-off vouchers, and branded bays will feature in 600 stores.

Discovery Foods originated in the UK and was acquired in 2009 by Santa Maria, one of Northern Europe’s leading spice suppliers. Santa Maria made its debut here in January, when it rolled out a premium spice range including mills and blends to Tesco stores.

“Santa Maria’s expertise gives us an extremely strong position from which to reinvigorate the UK world food category,” said UK marketing manager Bhavika Thakrar.

Topics