IMUSA EXPANDS AS HISPANIC CATEGORY GROWS
Introduces New Cookware and New Gadget Lines

July, 2008 – IMUSA, the nation’s most complete and authentic brand of Hispanic cookware and accessories, is adding a complete line of gourmet quality carbon steel cookware and two new comprehensive lines of kitchen tools and gadgets to its existing range of Hispanic cookware, kitchen tools and accessories.

According to Manny Gaunaurd, president of IMUSA, “IMUSA’s growth as a company parallels the growth and prosperity of the entire Hispanic community in the US.  As the Hispanic housewares leader, we will continue to introduce IMUSA product lines that appeal to and serve the needs of each Hispanic consumer segment and the retailers who serve them.  In creating its brand for the US market, IMUSA reflects the pulse of the diverse, ever changing Hispanic market.

“It is essential to understand the subtle nuances of marketing to the diverse Hispanic audience. There is tremendous potential in this market.  To maximize this real estate, it is essential to understand cultural nuances amongst the Hispanic populations,” states Manny Gaunaurd, president, IMUSA.  “Our hallmark is to work closely with retail partners, large and small, to develop specific programs based on individual Hispanic communities in regions across the country.”

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Cookware

Retailers whose Hispanic customers seek the ultimate in stovetop grilling, griddling or other high heat searing will flock to feature IMUSA’s new line of non-stick Carbon Steel cookware.  With black interior and exterior coloring, the line cooks as good as it looks.  A durable non-stick finish eliminates the need to season the pans and provides for quick and convenient clean-up. The six-item range includes a Spanish Tortilla Pan, 1 qt. and 2 qt. saucepans and three sizes of Sauté Pans.  Suggested retail prices range from $9.99 to $ 29.99.

gourmetIMUSA “Gourmet” Turner

The new Gourmet Gadget line includes 14 different products, from peelers to presses, spoons to spatula and much more.  The ergonomically designed “Gourmet” line adds comfort and control to repetitive tasks and will appeal to Hispanic cooks seeking the very finest kitchen tools available.  These stainless steel tools also feature cushion-soft, comfortable, slip-proof handles.  The new tools are dishwasher safe and carry suggested retail prices ranging from $4.50 to $4.99.

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IMUSA “Premier” Turner

The Premier Gadget line is also constructed of stainless steel.  This functional line of 14 products is designed for discerning cooks seeking excellent quality and a good value.  Premier tools are dishwasher safe and carry suggested retail prices ranging from $3.50 to $3.99.

The emergence of Hispanics as the largest minority group in the US, and its consequent culinary imprint is impacting what’s available in grocery and kitchen stores, and mass retailers.  Salsa and hot sauce sales surpass ketchup. Tortillas enable the popular “wrap” sandwich. And avocados, mangos and cilantro can now be found in virtually every produce department.

As the preferred brand of Hispanic cookware and accessories in all the Americas*, IMUSA and its retail partners are fulfilling the specific needs of the communities they serve, as well as cooks interested in expanding their culinary repertoire to include the bold and vibrant flavors of the many distinct Latino cultures.  From saucepans and calderos, to comals, griddles, grills and kitchen gadgets, IMUSA offers US cooks a complete line of cookware, tools, and accessories for preparing authentic Hispanic cuisine at home.