JULY 2007 (CHICAGO) ---- Totally Chipotle® Foods is proud to announce the re-launch and availability of its Party Sauce at selected locations in Chicago. The delectable, smoky, tomato-based sauce is packed in 16 oz. bottles, and is a “clean” product (i.e., no preservatives or GM ingredients).

When Totally Chipotle first offered its award-winning products in 1998, chipotle was a word and flavor somewhat unfamiliar to most US consumers. In 2007, however, things have changed dramatically, and the smoked jalapeno has worked its way into the North American vernacular, food products, restaurant chains and restaurant menu items.

Created by The Rock & Roll Chef® (Marty Larkin), the flavor is remarkable. “I’ll never forget the first time I tasted chipotle; there’s nothing like it. The combination of smoke & heat was unbeatable, and I was addicted immediately.” Shortly thereafter, the all-purpose “Party Sauce” was born. “The ‘Party Sauce’ name was a tough one to come up with, but it’s probably the best one for the product,” says Larkin. “From a marketing perspective, that’s good & bad. It’s good, because it speaks to all the different uses it has — the small amount of canola oil makes it an incredible marinade, it’s a great substitute for BBQ sauce, and it’s also perfect as a salsa or dip — but not so good is how it gets lumped in with regular salsas, which would be like callling tomato juice a bloody mary mix. They’re really not the same.”

Regardless of preferred usage, there’s no argument about its quality, and its loyal following. According to Larkin, the product’s hardcore fans is a big factor in its relaunch. “The retail game is tough, and although plenty of upscale stores carried the products during our initial launch, it was hard and expensive for a small startup to accommodate all the promotional demands they wanted. So we took a break, reassessed our branding, marketing, promo, etc. But during that haitus, something interesting happened: we started getting emails & phone calls from people who were hooked on our stuff, wondering where they could buy it. That affirmation was very encouraging, and after our new-look label redesign, we’re back.”

For ongoing listings of Chicagoland retailers who carry the product (plus recipes, cooking videos, more), visit TotallyChipotle.com; selected retailers who carry the product now include:

1. Geoff Benge’s Guitar Shop (Wrigleyville) | 3351 N. Damen Ave (at Addison) TEL: 773.919.3697;

2. Boardwalk Wine & Spirits (Humboldt Park) | 2501 W. North Ave. (west of Western) TEL: 773.342.2337.

3. Lincoln Park Market (Lincoln Park) | 2500 N Clark St | Chicago, IL 60614 TEL: 773.477.9372
www.LincolnParkMarket.com

4. Cermak Produce (Humboldt Park) | 2701 W. North Ave (east of California) | TEL: 773.278.4447