General Mills is relaunching and expanding regional taco shell and seasoning brand La Tiara, which the food giant purchased last year after its previous owner went out of business.
La Tiara, which originated in the Kansas City, Missouri, area, will be sold nationwide for the first time by General Mills. The products will be available starting in April and will be sold exclusively at Walmart.
General Mills purchased La Tiara and its manufacturing facility from prior owner Gladstone Food Products last May in a deal worth $10 million, according to local news reports. Gladstone, a family-run business that began in the 1960s, shut down production after a years-long construction project stalled, creating financial difficulties, according to Kansas City news outlets.
General Mills is reopening the manufacturing plant in Gladstone, Missouri, creating more than 100 jobs, the cereal maker said in the release.
The relaunched taco shells will be available in both yellow and white corn varieties. La Tiara will bring back its original taco seasoning, as well as launch three new varieties: chorizo, tinga and reduced sodium.
La Tiara, known for its thin and crispy taco shells, has cultivated a dedicated group of regional superfans who have petitioned to bring the brand back to stores following Gladstone's bankruptcy.
“We’re not just bringing back a cherished product,” Meredith Nelson Uram, General Mills’ Mexican business unit director, said in a statement. “We're reigniting a legacy, creating jobs, and — for the first time ever — making the crunch of a La Tiara taco shell available to families across the country.”
The purchase deepens General Mills' presence in tortilla shells and taco kits, where it is already a significant player. The food giant also owns the Old El Paso brand.
General Mills wants net sales from new products to grow about 25% this year, and the addition of La Tiara could contribute to this goal. The CPG giant, which also owns Cheerios and Pillsbury, is also updating its billion-dollar brands to keep up with current consumer trends such as protein and fiber.
Relaunching La Tiara is in line with General Mills’ goal of “delivering innovative, remarkable products that meet evolving consumer needs,” the company said.
