Ruiz Foods, Inc. launched a full-page FSI brand-awareness promotion reaching over $35M in circulation.  The FSI, which dropped to target the Superbowl, displayed a $1 off coupon on any flavor of El Monterey 20-count Taquitos.

El Monterey Taquito flavors include:
Shredded Beef & Cheese Flour Taquitos
Chicken & Cheese Flour Taquitos
Beef & Cheese Corn Taquitos
Chicken & Cheese Corn Taquitos
Breakfast Flour Taquitos

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In selected markets, an additional 50 cents off coupon applies to the purchase of any two Carolina Rice Mixes or any two Mahatma Rice Mixes.

“Our consumer promotions continue to create excitement as they build awareness of our signature El Monterey brand,” said Bryce Ruiz, President and COO, Ruiz Foods.  “In fact, we find our El Monterey brand continues to be the category’s brand leader, growing faster than the category itself.”

The most current IRI data (December 31, 2006, 52-weeks) reveals a 2.5% increase in El Monterey brand Taquitos vs a total category increase of 1.4%.  In addition, El Monterey brand products have five of the top six skus for the Total US (13-weeks).

“Once again, we are very pleased to participate in this cross merchandising program with Riviana Foods, Inc.,” said Ruiz.  “It provides Ruiz Foods with an excellent opportunity to continue to introduce new consumers to the quality authentic frozen Mexican food products we manufacture.”

For over 30 years, Riviana Foods, Inc. has been processing, marketing, and distributing rice in the United States.  Today, Riviana sells more branded and private label rice products to the retail grocery trade than any other U.S. company.

Ruiz Foods is a privately owned corporation with corporate offices in Dinuba, CA.  Third generation Kim Ruiz Beck, the elder daughter of Chairman and CEO Fred Ruiz, is Vice Chairman.  Bryce Ruiz, the elder son, is President and COO. 

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, manufactures the #1 Brand of frozen Mexican food in the U.S. and employs over 2,500 Team Members in three facilities located in the United States.  ##