Ruiz Foods Launches El Monterey® Cruncheros™
Press Release - May, 2003
Ruiz Foods, the overall category leader in frozen Mexican food, announces Cruncheros™ -- a new line offering consumers a crunchy, more complex texture to complement the more traditional Mexican flavors profiles and recipes currently available in all their products.
"Turn Up The Flavor - Step Up The Crunch"
Ruiz Foods, the overall category leader in frozen Mexican food, announces
Cruncheros™
-- a new line offering consumers a crunchy, more complex texture to complement
the more traditional Mexican flavors profiles and recipes currently available
in all their products.
The new
Cruncheros™ feature a variety of Mexican items ideal
for meals, snacking and entertaining.
Cruncheros™ are batter
dipped and lightly deep fried for a crispy, crunchy texture. The six new flavors
are: Chicken & Cheese Taquitos, Southwest Chicken Taquitos, Taco Beef & Cheese
Taquitos, Cream Cheese & Jalapeno Mini Fried Burritos, Nacho Cheese & Beef Mini
Fried Burritos and 3 Cheese Grilled Chicken Quesadillas.
The
Cruncheros™ line responds to many consumer and industry trends
including:
- Increasing consumer demand for convenient food alternatives
- "Crunchy" coating gives consumers more complex texture they want (not soft
or soggy)
- Spicy, robust fillings meet consumer demand for a flavorful, high quality
product
- Unified, bold graphics and package design grab consumers' attention
- Offering a meal replacement product that demonstrates innovation and variety
- The frozen Mexican food category continues to grow and gain popularity
"We understand it is our consumer who has made Ruiz Foods the overall category
leader in frozen Mexican food, so we really value and listen to their opinions,"
explains Vice Chairman Kim Ruiz Beck. "Their feedback indicated a strong desire
for a great-tasting product that isn't soft. They want something else that
is a little more diverse. Our new Cruncheros™ line addresses
this growing consumer demand head on."
As with all Ruiz products, Cruncheros™ are hand-made. The
packaging features bold graphics and vibrant colors that are designed specifically
to grab attention, communicate premium quality, and targets consumers desiring
convenience and authenticity.
Packaged with families in mind, Cruncheros™ are available
with a suggested MSRP of $3.99. All six flavors are available by the case.
For more information or to place an order, please call Customer Service at
1-800-477-6474.
Ruiz Foods is 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. ##
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