Poco Loco, the tortilla wrap brand part of the international food and beverage company Paulig, celebrates its 30th anniversary with a dual transformation that reflects both health-conscious innovation and brand evolution. The brand announces significant improvements to its flagship Original wheat tortilla wraps, achieving an upgraded Nutri-Score B rating through an enhanced recipe that preserves the same flavour and quality.
Improvement of Nutri-Score D to B
As of September 2025, Paulig introduces its new recipe for the Poco Loco Original wheat tortilla wraps, optimizing the Nutri-Score from D to B*. The new recipe contains more fiber and proteins, and less saturated fats thanks to the use of rapeseed oil instead of palm oil. Furthermore, the new wraps will also contain less salt and additives.
“This is an important step on our journey toward achieving our ambition of having 70% of our product portfolio with Nutri-Score A or B by 2030. With this recipe improvement, we are proud to have moved our Poco Loco Original wheat tortilla wraps from a Nutri-Score D to B – while keeping the same great taste that consumers love. It shows that we can make our core products healthier without compromising on enjoyment. At the same time, it reflects our ambition to be a frontrunner in sustainability, by developing products that not only reduce our planetary footprint but also enable the health and well-being of the people that consume them,” says Kaisa Lipponen, Senior Vice-President Sustainability, HSE & Communications and Managing Director of Paulig Belgium.
Poco Loco’s products are mainly produced by Paulig in Roeselare in Belgium. The site in Roeselare is at the forefront of the innovative recipe, producing 6 million wraps daily. The wheat used for the Poco Loco wraps is increasingly sourced locally from German farms adopting regenerative agriculture, while the rapeseed oil is also sourced locally from farms across the EU.
New branding for Poco Loco
The Poco Loco brand is celebrating 30 years in 2025, its core originating from the love of travelling and bringing accessible new flavours inspired by world cuisine. On top of the Nutri-Score, the Poco Loco brand is also unveiling a brand refresh to celebrate the milestone. The design of the packaging will be brand new, in line with the new brand essence: effortlessly joyful. “This incites the values of the brand: playful, joyful, accessible and fun. We offer easy and versatile products that bring joy to every meal occasion, embarking on a culinary journey from the comfort of people’s homes”, says Ellen Vanderlinden, head of Brand and Portfolio.
Alongside showcasing the endless possibilities that wrap recipes can bring, with food serving suggestions designed to inspire shoppers even more, the new packaging now carries a freezable logo, indicating that it’s possible to freeze the wraps to prevent food waste.
From September onwards, the Poco Loco brand introduces the newly branded packaging of their tortilla wraps (with size information: small, medium, large, XL). Sauces and spice mixes will follow by the end of the year. In 2026, the whole product portfolio will be rebranded.
*Calculation based on Nutri-Score legislation (2024). Nutri-Score is not currently printed on the pack but is visible in a retailer’s online store.
