Discovery Foods claims to have launched the first preservative-free tortillas, in a bid to drive further growth within the Mexican eating category.

The plain tortilla is made with British flour and is targeted at increasing sales of tortillas in-store and stimulating category growth, meeting the needs of those in search of locally produced food that is also preservative-free, said the firm.

Bev Taylor, regional marketing manager, Discovery Foods, said: "Last year more than one million new shoppers bought into the Mexican category. Our objective is to continue to grow this number by attracting new customers to the fixture through innovative NPD."

The new variant will join the firm’s existing range of Plain, Wholemeal, Garlic & Coriander and Chilli & Jalapeno tortillas.