CHALLENGE
Capsicana had built strong momentum as a challenger brand but to secure wider distribution and scale beyond early success it needed a clearer strategic foundation. In a fixture dominated by Old El Paso, the category felt dated and predictable, but also a hard one to crack. The business needed to sharpen its point of difference, unify its brand world and create a platform strong enough to fuel long-term growth across markets.
INSIGHT
Confident cooks love discovering bold new tastes but don’t always have the time or in-depth knowledge to cook meals from scratch. Although authentic provenance and flavours are important to them, it’s vibrant, flavour-led creativity and new shared experiences that really excite them.
SOLUTION
With its authentic recipes, fresher flavours and hands-on eating experience, we reframed Capsicana around a single, emotive proposition: awakening mealtimes with a fresh Latin vibe. This shifted the brand from a collection of regional products to a flavour-led catalyst for creativity and discovery. The strategy clarified Capsicana’s role as the energising alternative to dusty inauthentic Tex-Mex, guiding everything from tone of voice to storytelling and creating a cohesive brand world that could scale across channels, formats and markets.
IMPACT
Impressive year-on-year double digit growth post rebrand.
Secured new listings across all major UK multiples.
Successfully acquired by AB World Foods in 2023.