RUIZ FOODS INTRODUCES EL MONTEREY BUTCHER WRAPPED BURRITOS TO THE C-STORE CHANNEL AND HOT-TO-GO OUTLETS
Product responds to the continued demand for breakfast choices and the grab & go segment.

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DINUBA, CA:  Ruiz Foods introduces El Monterey Butcher Wrapped Burritos – four of its most popular 8-ounce Burritos hand-wrapped in butcher paper for an authentic presentation.  Each El Monterey Butcher Wrapped Burrito is microwaveable in less than 2 minutes or great pre-heated and held ‘hot-to-go.’

The two A.M. and two P.M. flavors include:

• Egg, Bacon, Cheese & Salsa Burritos
• Egg, Sausage, Cheese & Potato Burritos
• Chicken & Cheese Burritos
• Shredded Beef Steak & Cheese Burritos

“Commuters … truckers … vacationers … we clearly understand that a high percentage of today’s consumers are ‘dashboard’ diners … and many of them are looking for breakfast items,” said Kim Ruiz Beck, Vice Chairman, Ruiz Foods. “But whether they choose a ‘grab & go’ item for A.M. or P.M. dayparts, they still demand a good quality, great tasting, satisfying meal. Our El Monterey Butcher Wrapped Burritos are designed to appeal directly to this consumer.”

El Monterey Butcher Wrapped Burritos are made with tortillas fresh from the Ruiz bakery.  They are then filled with robust and flavorful ingredients perfect for the hand-held or dashboard dining consumer’s desire for a meal that is quick and saves time, offers variety and innovation, yet tastes like they were just made.

According to “The Future of Food Retailing” webinar recently held by The Food Institute in conjunction with Willard Bishop Consulting, convenience stores are positioned very well to capture new business because as more grocery and consumable purchases shift to general merchandise retailers, there will be more occasions for fill-in shopping by consumers.  Furthermore, the margins and incremental sales opportunities are in ready-to-eat food. 

Each of the four flavors features a distinctive, colorfully designed label on traditional butcher paper. Ruiz has a full offering of merchandising POS pieces available to support the display of these new items. With an MSRP of between $1.49 and $1.89 each, all four flavors are available by calling Ruiz Foods customer service at 1-800-477-6474.

Ruiz Foods is a privately owned corporation with corporate offices and the first manufacturing facility and distribution warehouse in Dinuba, CA.  A satellite manufacturing facility is located in Tulare, CA.  A second manufacturing facility and distribution warehouse is located in Denison, TX.

Third generation Kim Ruiz Beck, the elder daughter of Chairman and CEO Fred Ruiz, is Vice Chairman.  Bryce Ruiz, the elder son, is Executive Vice President.  Siblings Kelly Ruiz Hanchett serves on the Board of Directors and Matt Ruiz is a college sophomore.

Ruiz Foods is 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®. Ruiz is the market leader within the frozen Mexican food category and manufactures the #1 Brand of frozen Mexican food in the U.S.  ##