Industry News | November 21, 2007

On the Border Moves into the C-Store Channel

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On The Border (OTB) brand is on the move again. Truco Enterprises, the exclusive source of OTB brand of Southwest/Mexican retail food and beverage products, is now reaching consumers in a new way, by offering 4-ounce individual-sized units of its world famous On The Border brand tortilla chips, and a 9-ounce version of its chunky bean dip in convenience stores.

The initial rollout includes five items:

• OTB 5-Cheese Fiesta Tortilla Chips™

• OTB Guacamole Tortilla Chips (a blend of real avocados, garlic, onion and a hint of lime)

• Isla del Sol Tortilla Chips

• OTB Premium Rounds Tortilla Chips™

• OTB Chunky Bean Dip (no MSG, 0g trans fat, 0g cholesterol)

When shipped, individual units will be packed in an attractively designed five-count case with a tear-off top that becomes an easy point of sale marketing tool (198 cases to a pallet, 990 units total). Individual bags boast a 90-120 day shelf life, and can be merchandised on the shelf or on pegs. Like all On The Border products, they are cholesterol free and contain no MSG.

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