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    7-Eleven Expands Grill Line

    Go-Go Taquitos added to foodservice menu.

    DALLAS -- 7-Eleven Inc. is looking to spice up its roller-grill menu with the national introduction of new Go- Go Taquitos, a Mexican tortilla developed exclusively for the convenience store retailer by Ruiz Foods, the largest Mexican frozen food product company in the United States.

    Go-Go Taquitos are handmade, with tortillas prepared fresh daily and grilled up hot in the store. Go-Go Taquitos are an ideal fresh hot snack for consumers on the go and are available in three flavor varieties:
    * Taco & Cheese
    * Fiesta Chicken
    * Monterey Jack Chicken

    The suggested retail price is 99 cents.

    Taquitos are the fastest-growing product in a fast-growing category - Mexican food. Food industry resources put growth of the Mexican food category somewhere between 20 and 30 percent, while sales of taquitos have shown double-digit increases over the past three years. Ruiz Foods frozen taquito sales in supermarkets were up more than 40 percent in the past 13 weeks. "Mexican food has long been popular, especially in the Southwest," said Des Hague, vice president of fresh food for 7-Eleven, ?and it continues to grow. 7-Eleven worked with Ruiz Foods for the past 16 months to develop a portable Mexican food that tastes great and can be eaten on the run."

    Originally tested in four markets this spring, stores selling Go-Go Taquitos increased overall grill sales by 15 percent. Through that test marketing, consumer preferences also helped determine the three flavor varieties to be launched nationally in participating 7-Eleven stores.

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