Qualtia Alimentos, a subsidiary of Xignux, has launched Kirlunch Melts in Oxxo with the goal of competing with McDonald's in the breakfast market. The brand was introduced in May 2024 and is currently available in 19,000 Oxxo stores, including 10,000 that specifically offer the egg muffin.
Karina Sepulveda, commercial director of ready foods at Qualtia, explained that Kirlunch encompasses different lines and that after analyzing consumer needs, they identified a lack of practical options to accompany coffee at breakfast. '80% of people have breakfast quickly, so our product aims to be fresh, warm, and meet that demand,' she mentioned.
Alberto Buentello, head of the ready foods business at Qualtia, pointed out that the Melts line is a response to the international trend of 'foodvenience,' which combines the sale of fresh and prepared food to go. This strategy aims to meet consumer demand for high-quality products that can be acquired quickly and conveniently.
Buentello added that, although Kirlunch has been present in the market for over a decade, the Melts line is an innovative proposal that seeks to capitalize on the growing public interest in this type of food. He also highlighted the importance of collaboration with Oxxo to bring their products to a larger number of consumers.
Qualtia's vertical integration in the business allows them to produce everything from bread to cold cuts, cheese, and eggs, giving them total control over the quality of their products. They have also established a strategic relationship with the Femsa subsidiary for the distribution of their products, which has facilitated Kirlunch's arrival at a greater number of sales points.
In this sense, Qualtia's commitment to Kirlunch Melts and its entry into the breakfast market through convenience stores like Oxxo demonstrates its dedication to satisfying the changing needs of consumers and offering innovative alternatives in the food sector.
