Astral Foods Launches El Chile Mayor Baja-Style Mexican Food Line...Ole!

17/04/08 Astral Foods' President Steve Cohen announced the launch of El Chile Mayor, a Baja Style Mexican line of gourmet frozen food products. El Chile Mayor products first entered select markets in mid-March with sales to Costco, A&P, and Kroger. The company's resident chef, Gustavo Chavez, well known as "El Chile Mayor" from his more than 100 appearances on Univision's Despierta America, the most widely viewed Hispanic morning television program, oversaw product development from the custom blended spices made to his specifications to the tortillas used in the quesadillas.

The visionary Chavez, whose Miami restaurant pioneered the notion of an entire meal wrapped in a tortilla, said, "This brand reflects my passion for food, family, and tradition." Chavez truly is the face and spirit of the brand, echo store buyers and customers.

"The demand for authentic Mexican products has never been greater and the El Chile Mayor brand is poised to become a market leader and innovator." Cohen said. Cohen's experience in the restaurant industry fueled his belief in these products. He added, "I knew that an authentic line of Mexican seafood entrees would be well received not only by the large, growing Hispanic population, but by mainstream Americans. "According to U.S. census information, the Hispanic population has grown at three times the rate of the overall U.S. population, and by 2022 will reach 66 million -- 19.5% of the U.S. population. Hispanic purchasing power has surged to $700 billion and is projected to reach as much as $1 trillion by 2010.

Products include Baja Style Crab Cakes and Shrimp Cakes punched up with Chavez' custom blend of roasted peppers, and All Natural Shrimp Quesadillas with Chihuahua Cheese in flour tortillas.