In celebration of the Mexican holiday Día de los Muertos, commonly known in English as Day of the Dead, Old El Paso has launched limited-edition packs across nine of its meal kits and sides.

On shelf now until mid-November, five of the nine lines feature a different skull mask to cut out and collect.

Each pack also displays a QR code for shoppers to access Old El Paso’s special Day of the Dead landing page, which features recipes, quizzes and tips for putting together a ‘Mexican fiesta’ at home.

Coinciding with the Halloween period, which is traditionally focused on confectionery, the supplier said the campaign presents an opportunity for retailers to extend the celebrations into the world foods aisle.

Old El Paso expands Tortilla Pockets with Smoky BBQ variety

“Mexican is also a great meal solution for increased family gatherings during this time, Old El Paso’s quick and easy preparation and wide range of sharing dishes make it the ideal facilitator for connections around the dinner table,” said Jose Alves, senior brand manager at Old El Paso.

The limited-edition packs will be supported by a six-figure media investment, which includes a TV advert running from 4-31 October.

Alves added: “We’re really excited by this year’s Day of the Dead campaign. We’ve gone bigger and bolder with limited-edition packaging across more products than ever before, plus our new landing page with all the tools you need for the perfect party.”

Día de los Muertos is an increasingly popular event in UK culture. The Mexican holiday is centred upon celebrating the lives of loved ones that have passed away.

Day of the Dead limited-edition packs include

• Old El Paso Tortilla Pockets Mild Kit 375g
• Old El Paso 8 Tortilla Pockets 223g
• Old El Paso Smoky BBQ Fajita Kit 500g
• Old El Paso Cheesy Baked Enchilada Kit 663g
• Old El Paso 8 Regular Tortillas 326g
• Old El Paso Tortilla Nachips Original 185g
• Old El Paso Stand N’ Stuff Smoky BBQ Kit 350g
• Old El Paso Tortilla Bowls Sea Salt 150g
• Old El Paso Extra Mild Super Tasty Fajita Kit 476g

Read more about seasonal trends in retail