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Touchdown for Ruiz Foods' Super Bowl-themed FSI

DINUBA, Calif. -- As football fans across America ready themselves for game day Feb. 7, Ruiz Foods Inc. will roll out a full-page FSI brand-awareness promotion targeting Super Bowl XLIV. The FSI offers a $1-off coupon on any flavor of El Monterey 20-count Taquitos, including such varieties as Shredded Beef & Cheese Flour Taquitos; Chicken & Cheese Flour Taquitos; Eggs, Bacon & Cheese Breakfast Taquitos; Shredded Steak Corn Taquitos; and Chicken Corn Taquitos. Company Chairman Kim Ruiz Beck is pictured in the FSI serving up a platter of the Mexican treats.

"Our consumer promotions continue to create excitement as they build awareness of our signature El Monterey brand," noted Ruiz Foods President and CEO Bryce Ruiz. "In fact, when we review December 2009 IRI stats for our El Monterey brand of frozen Mexican food products, we know that today's consumer continues to crave great-tasting Mexican foods. Adding to this the information from our own research, we know that the consumer continues to look for foods that are high in quality, great-tasting, easy and convenient to prepare, and now, more than ever, offer a good value."

The FSI is part of El Monterey's partnership with SmartSource Magazine and their specially designed "Super Bowl Savings Spectacular" promotion. The partnership features such elements as consumer sweepstakes to win tickets to Super Bowl XLIVI, special logo usage and themed in-store shopping carts.

The promotion aims to spur interest in the growing number of Americans who are not only eating at home more, but also preparing more meals in their microwave ovens, as shown by a report from The NPD Group in Port Washington, N.Y., as well as Ruiz Foods' own research.

"With a tighter dollar in 2009, people continue to be more vocal about their intention to invite friends over rather than go out [and are] scheduling more casual parties," said Ruiz. "At the same time, people don't intend to sacrifice time. Lives are too busy. They still want the convenience of spending as little time in the kitchen, preferring to enjoy guests during the eating occasion itself instead of during its preparation."

Dinuba, Calif.-based Ruiz Foods provides premium-quality, authentically prepared frozen foods, including items sold under the El Monterey and Tornado brands, to all channels of distribution: retail, convenience store, clubs, vending, industrial and foodservice. El Monterey is the market leader within the frozen Mexican food category and the No. 1 brand of frozen Mexican food in the United States.
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