Qualtia Alimentos, a subsidiary of Xignux, launched Kirlunch Melts in Oxxo to compete with McDonald’s in breakfasts.
With this, both royal companies are offering products that compete directly with the famous McMuffin
“Kirluch is a brand that covers different lines, we already had triple sandwiches on the market, artisanal assemblies, a consumption schedule from 11 in the morning onwards, we touched base with the consumer and we realized that there was an unmet need of a product that would accompany coffee at breakfast,” said Karina Sepulveda, commercial director of ready foods at Qualtia, in an interview with El Financiero.
He added that, “we did a complete study of what the consumer required and there we realized that breakfast has to be practical, because 80 percent of the people who eat breakfast do it very quickly, only 20 actually stop to have breakfast.” , fresh and warm, hence the brand evokes melted cheese.”
For his part, Alberto Buentello, ready foods business leader at Qualtia, explained that although Kirlunch has been on the market for more than a decade, in particular its Melts line (which includes melted cheese and egg muffins) is new and obeys the international trend in the “foodvenience” business.
“This value-added business of Qualtia is 11 years old, we saw the opportunity where food prepared outside the home in the convenience channel in other countries is very developed.”
Foodvenience is a strategy that combines the sale of fresh food and takeaways; is based on consumer demand for fresh food on the go and the need to make purchases quickly and conveniently.
“They are very elaborate products, with a very high perception of value, it is known as ‘foodvenience’, we brought this to Mexico many years ago and over time we have brought this value offer to the consumer,” he indicated.
He highlighted the relationship they have with the Femsa subsidiary to distribute their products.
“That’s where Kirlunch’s journey begins, hand in hand with Oxxo and we worked with them. Through these types of products, we seek to attract more consumers in the convenience channel specifically in Oxxo with this Kirlunch brand and grow the category, before they were going to look for fast food and now they have this option available,” explained Buentello.
He added that Qualtia has a vertical integration in this business, since they produce everything from bread, cold meats, cheese and even eggs.
Kirlunch Metls was launched in May 2024, it is available in 19 thousand Oxxos, while in particular the egg muffin is in 10 thousand stores.
In June, El Financiero published that Femsa, through its subsidiary Valora, opened in Zurich, Switzerland, the first store that incorporates the concept The Kitchen by Avec, a branch of its Avec brand store where it adds the “foodvenience” concept. , which refers to the offer of prepared foods, whether fresh and/or hot.
