Raley's Comes on Strong With Store Brands Meals Program

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November 9, 2010

West Coast grocer Raley’s introduced more than 20 entrees and side dishes under its new fresh-to-go ready-to-heat meals, available in single serve and family sizes, branded Raley’s To Go.

Merchandised in deli cases, the pre-packaged refrigerated meals are ready to eat in under three minutes and retail for $5 for single serve and $10 for family pack meals, which contain four to six servings.

Based in West Sacramento, Calif., Raley’s operates 130 stores that are increasingly competing with Fresh & Easy Neighborhood Market, which place heavy emphasis on fresh prepared meals to go. The new meals were tested and approved by the Raley’s Moms World Panel prior to introduction.

In addition to some typical American fare, more unique entrees include Cheese Bandolini Pasta in Chardonnay Tomato Cream Sauce, Verde Chicken Enchiladas, Red Chili Chicken Enchiladas and Grilled Chicken Penne Alfredo with Broccoli. Sides include Broccoli Rice & Cheese Casserole, Roasted Yukon Basil-Parmesan Potatoes and 5 Cheese Macaroni & Cheese. The line-up also features six varieties of noodle and rice bowls – such as BBQ Pork & Vegetable Noodles and Yellow Curry Chicken and Rice – and what Raley’s calls Pasta Tosses, featuring Tuscan, Asian, Southwest or Chicken Caesar styles.

In addition to in-store displays and advertising, Raley’s is promoting the new line on the radio, in some instances offering listeners a chance to win four free Raley’s To Go’ meals each day.

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