It’s go time for Mexican food and beverage brands, as Cinco de Mayo (May 5), a holiday celebrated largely in the US, rapidly approaches.
Cinco de Mayo originally commemorated the Mexican Battle of Puebla in 1862, but over the years has become a celebration of Mexican-American culture in the US and is now one of the biggest days for beer sales, particularly Mexican imports.
The annual celebration has become a boon for CPG companies, with nearly three out of every four (74%) Hispanic/Latino consumers celebrating, according to a Numerator survey in 2022. In that same year, more than half (54%) of Black survey respondents said they planned to celebrate the holiday, followed by 39% of White respondents.
This year could be a particularly popular Cinco de Mayo, as the holiday falls on Taco Tuesday, a restaurant trend that offers discounts on tacos and other Mexican cuisine.
We tracked down some of the Mexican food brands that are gearing up for the big day.
Old El Paso
Describing the May 5-Taco Tuesday crossovers as the “Taco Totality” and a “taco eclipse,” General Mills-owned Mexican food brand Old El Paso noted in a recent press release that the phenomenon will not occur again until 2037.
The brand is teaming up with Tabasco to release a limited-edition Taco Totality Gear Box that contains branded gear from both companies, including:
- Tabasco Sauce-flavored Old El Paso taco shells
- Taco Totality T-shirt
- Taco Totality Neck Pillow
- Multi-spectrum Taco Shield Glasses, to protect eyes from onions, jalapeños and other risky toppings
“We take tacos very seriously, and Taco Totality is a chance to really celebrate with our biggest fans,” said Meredith Nelson Uram, business unit director for Old El Paso at General Mills. “People can always count on Old El Paso for taco night essentials, but now we’re taking care of the little details – like shield glasses, because chopping onions is no joke.”
More details on the promotional gear are available on Old El Paso’s Taco Totality website.
Somos Foods
Better-for-you Mexican food brand Somos Foods is celebrating Cinco de Mayo with the expansion of its Somos Taco and Al Pastor Simmer Sauces at Costco locations across the Midwest.
“These sauces make getting Mexican flavors on your dinner table possible in minutes. Pick your favorite meat, brown it and just add sauce to simmer for a few more minutes. They also work great in a slow cooker or as a grill marinade,” the company said.
Somos also launched its Beans with Beef Tallow, which include 2 grams of saturated fat, 17 grams of protein and 17 grams of fiber. The seed oil-free beans are now available at Whole Foods Market, the company said.
“We’ve all been hearing lots of talk about beef tallow, but what you may not know is that tallow is the traditional cooking fat that’s been used in recipes throughout Mexico for generations. At Somos, we’re using 100% grass-fed and grass-finished beef tallow to combine traditional Mexican flavors and cooking methods with modern, clean-label ingredients,” the company said in late March.
V&V Supremo Foods
V&V Supremo Foods, which specializes in Mexican cheese, chorizos and other dairy products, is highlighting its portfolio for the holiday with a series of recipes that “aim to bring restaurant-quality Mexican cuisine into home kitchens just in time for the holiday.”
Recipes include Nacho Bar, Queso Fundido and Pineapple Chorizo Flatbread Pizza.
“V&V Supremo Foods is the perfect way to elevate Cinco de Mayo recipes with authentic, high-quality ingredients,” the company said. “Whether readers are hosting a festive gathering or preparing a simple family meal, these dishes make it easy to create a delicious and memorable experience.”
