Kraft Heinz refreshes Mexican frozen food brand Delimex with authentic taste


The new marketing recipe follows directly on a similar refresh for Kraft Macaroni & Cheese.

Kraft Heinz has announced it will revamp the look and taste 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 — a conflation of the words “delicious” and “Mexican” — makes frozen tacos and taquitos (rolled tacos). The brand was founded in 1984 by Mexican entrepreneur and philanthropist Oscar Ancira Sr. and was purchased in August 2001 by HJ Heinz, which then merged with Kraft in 2015.

Kraft Heinz Gives Delimex “A Vibrant New Look” / Alison Brod Marketing + Communications

The brand’s new focus is “inspired by the vibrancy and spirit of enjoying every moment and the covetable, multi-sensory indulgence of Mexican street food,” said Rachel Drof, Director of Brand Communications at Delimex. “Frozen Mexican doesn’t usually look, feel or 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.”

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


“Our goal with the brand refreshment is to establish Delimex not just as a product, but as an authentic and modern brand,” said Drof. “The new positioning, look and feel are all inspired by the vibrancy and spirit of Mexican street food that will stand out in the freezer.”

Delimex’s brand refresh, spearheaded by Gut Miami, is rolling out today at major retailers including Target, Walmart and Amazon.

Kraft Heinz also made headlines last month when it was announced that the company was changing the name of 84-year-old Kraft Macaroni & Cheese to simply Kraft Mac & Cheese. The packaging of the popular home cooking was also slightly revised and replaced the multicolored blue look with a uniform cobalt blue tone.

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