Kraft Heinz refreshes Mexican frozen food brand Delimex with authentic flavor


The new marketing recipe comes on the heels of a similar refresh for Kraft Macaroni & Cheese.

Kraft Heinz has announced that it is revamping the look and flavor of its Mexican frozen food brand Delimex. The refresh comes just over a month after the multinational food company announced it was changing the name of its beloved Kraft Macaroni & Cheese.

Delimex – an amalgamation of the words “delicious” and “Mexican” – produces frozen tacos and taquitos (taco rolls). The brand was founded in 1984 by Mexican entrepreneur and philanthropist Oscar Ancira Sr and acquired in August 2001 by HJ Heinz, which then merged with Kraft in 2015.

Kraft Heinz gives Delimex “a dynamic new look and feel” / Alison Brod Marketing + Communications

The brand’s new direction is “inspired by the dynamism and spirit of enjoying every moment and the irresistible multi-sensory pleasure of Mexican street food,” said Rachel Drof, director of brand communications at Delimex. “Frozen Mexican generally doesn’t look, feel and taste like the fresh Mexican food that people love. Delimex wants to change that and make every moment worth celebrating by bringing the flavor and freshness of street food to the freezer.

The latest news and marketing information straight to your inbox.

Get the most out of The Drum by choosing from a range of excellent email briefings, whether it’s daily news, weekly recaps or in-depth media or creative dives.


Changes include refreshed packaging, improved flavor, increased taquito filling, and the new “Alive with Delimex” slogan. To celebrate the revitalization of its brand, Delimax partnered with two artists to create two murals – in Dallas and Baltimore – inspired by Mexican art themes.


“Our goal with the brand renewal is to make Delimex more than a product, but an authentic and modern brand,” Drof said. “The new positioning, look and feel are all inspired by the vibrancy and spirit of Mexican street food, which will stand out in the frozen food aisle.”

The Delimex brand refresh, which was led by Gut Miami, is rolling out to major retailers — including Target, Walmart and Amazon — starting today.

Kraft Heinz also made headlines last month when it was announced that the company was changing the name from 84-year-old Kraft Macaroni & Cheese to simply Kraft Mac & Cheese. The popular comfort food’s packaging also got a makeover, replacing its multi-toned blue look with a single shade of cobalt blue.

For more, sign up for The Drum’s daily US newsletter here.


Comments are closed.