Ruiz Foods Adds Extreme Flavors to Existing XXL 10 oz. Line and Unveils New Package Design
Press Release - August, 2002
Ruiz Foods adds two extreme flavors to its existing XXL 10 oz line under the signature El Monterey® brand - the number one selling brand in the Mexican food category.
Ruiz Foods (Dinuba, CA) adds two extreme flavors to its existing XXL 10 oz line
under the signature El Monterey® brand - the number one selling brand in the Mexican
food category. As with the current XXL 10 oz. flavors, the new El Monterey® Taco
Picante Zesty Coated Chimichanga and Baja BBQ Style Zesty Coated Chimichanga have
been developed to target the c-store and vending consumer.
"This consumer is typically a male, blue-collar worker age 18-34," explains Kim
Ruiz Beck, Vice Chairman, Ruiz Foods "Our research shows they not
only enjoy Mexican food - choose it frequently - but prefer zestier flavors. It's
the whole "xtreme" excitement that is very much a part of the appeal to this demographic."
As with all El Monterey® products developed for the c-store consumer, the entire
line of XXL 10 oz Burritos and Chimichangas can be offered in several sections
of the c-store - frozen, refrigerated, fresh and hot deli. In addition to the
two new flavors, the XXL line consists of:
XXL Red Hot Chimichanga
XXL Spicy Red Hot Burrito
XXL Green Chili Beef and Bean Burrito
XXL Bean and Cheese Burrito |
|
XXL Spicy Chicken Burrito
XXL Red Chili Beef and Bean Burrito
XXL Chili Beef and Bean Burrito
XXL Beef and Bean Burrito |
While introducing the El Monterey® Taco Picante Zesty Coated Chimichanga and Baja
BBQ Style Zesty Coated Chimichanga, Ruiz Foods is also introducing the new packaging
design for the entire XXL line. The new full-color design suggests the fun and
excitement freely associated with Mexican food.
Category Leader, Ruiz Foods, takes pride in being able to say "we
are the Number One Frozen Mexican Food Manufacturer in the United States." Adds
Kim Ruiz Beck, "With that pride comes a welcomed responsibility - a responsibility
to bring innovative products to the category - products which grow the category
and the popularity of frozen Mexican food throughout the United States."
Distribution for the El Monterey® XXL Baja BBQ Style Zesty Coated Chimichanga
and the XXL Taco Picante Zesty Coated Chimichanga is national. Suggested retail
is $1.99.
Ruiz Foods is a privately-owned company dedicated to premium quality,
authentically prepared frozen Mexican foods selling to all channels of distribution:
retail, convenience store, clubs, vending, industrial and foodservice. The signature
brand is El Monterey®. Based in Dinuba, CA, Ruiz is the market leader within the
frozen Mexican food category. ##
Contact: Pat Summers-559-266-8183
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