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Marketing Brand Strategy Kraft Heinz

Kraft Heinz refreshes frozen Mexican food brand Delimex with authentic flavor


By Webb Wright | NY reporter

August 1, 2022 | 3 min read

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


Kraft Heinz is giving Delimex ‘a vibrant new look and feel’ / Alison Brod Marketing + Communications

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

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

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

Changes include refreshed packaging, enhanced flavor, increased taquito filling and the new tagline ‘Alive with Delimex.’ In celebration of its brand revitalization, Delimax has partnered with two artists to create two murals – in Dallas and Baltimore – inspired by Mexican artistic themes.


“Our goal with the brand refresh is to establish Delimex as 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.”

Delimex’s brand refresh, which was spearheaded by Gut Miami, is being rolled out by 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 of the 84-year-old Kraft Macaroni & Cheese to simply Kraft Mac & Cheese. The packaging for the popular comfort food also got a small makeover, swapping its multi-toned blue look for a single shade of cobalt blue.

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Marketing Brand Strategy Kraft Heinz

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