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Specialty Brands Looks to Go National With Mexican Frozens.

Look for Mexican foods in the dry grocery section in USA supermarkets, and you'll find national brands like Old El Paso and Taco Bell with a whole range of products. Look in the freezer case and it's a whole different story.

Oh, you can find a few burritos and Mexican-style dinners, but there's hardly any major brand presence to attract shoppers. Now Specialty Brands, Inc., Ontario, California, is trying to change that with the largest introduction in its history -- Jose Ole[TM].

Launching in 27 major markets throughout the western United States, the extensive 28-item Jose Ole line will compete with existing Mexican food brands on quick-serve restaurant and casual dining turf to concentrate and grow a now fragmented but highly profitable market. By mid-year 2001, Specialty Brands hopes to be in national distribution.

The company aims to capture a sizable share of the prepared frozen food market with the line by the end of 2001. With annual sales of more than $10 billion, rising 8% per year, frozen food is one of few high-growth categories at retail. Coupled with a comparable level of growth in prepared Mexican food (+7.4%), the company figures Jose Ole just has to be a recipe for success.

"This is an opportunity to build a high-quality consumer brand from the ground up, in a category with terrific potential," said Rob Berry, director of marketing for consumer markets at Specialty Brands.

Items in the line include:

* Mexi-Minis (Beef & Cheese Mini Tacos, Chicken & Cheese Mini Burritos, Cheese Mini-Burritos and Beef & Cheese Mini Taquitos, all 12 Ounces).

* Wraps (Snack Fajita, Chicken Fajita, Steak & Cheese and Chicken & Cheese, all Two-Count).

* Bowls (Steak Fajita, Southwest Chicken, Chicken & Salsa, Fiesta Chicken and Chicken Fajita).

* Taquitos (Shredded Beef and Chicken, 20 count and 40 count).

* Rolled tacos (Chicken & Cheese & Steak & Cheese).

* Value burritos (Chicken, Beef & Bean, Red Chile Beef & Bean, and Bean & Cheese).
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Title Annotation:Specialty Brands Inc. introduces Jose Ole Mexican frozen food line
Comment:Specialty Brands Looks to Go National With Mexican Frozens.(Specialty Brands Inc. introduces Jose Ole Mexican frozen food line)
Publication:Quick Frozen Foods International
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 1, 2001
Previous Article:Western Frozen Food Convention Beckons Industry to Monterey.
Next Article:3 More Asian Bowls from King's Hawaiian.

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