Discovery Foods is set to drive further growth within the Mexican ­­category, currently worth £138.7m, by becoming the first and only brand to market Preservative Free Plain Tortillas made with British flour in the UK.

Taking advantage of the burgeoning ‘free from' category, the introduction of the NEW Preservative Free Tortilla will build on the versatility of Mexican cuisine and further fuel the fajita sector, which currently represents 65 per cent value of the total Mexican category. The new variant is geared to increase sales of tortillas in-store and stimulate category growth, offering a wider choice for shoppers and meeting the needs of those in search of locally produced food that is also preservative free.

Bev Taylor, Regional Marketing Manager, Discovery Foods, said: "Last year more than one million new shoppers bought into the Mexican category. Our objective is to continue to grow this number by attracting new customers to the fixture through innovative NPD. With many customers now more aware of what goes into their food and increasingly seeking out ‘free from' products, we are in the perfect position to bring this variant to market."