A&P: MASTER CHOICE ENCHILADA PIES

SN Editorial Staff

The traditional enchilada received a complete makeover with Master Choice Enchilada Pies from A&P Canada.

The product is positioned to be a quick, easy on-the-go meal, made distinct by a bowl-shaped pie with cornmeal crust that cooks up crisp in the microwave in four minutes, said Jane Ellenton, director, corporate brands, A&P Canada.

"We weren't trying to mimic something traditional," she said. "Instead, we took traditional flavors and put it into a unique format."

A box contains four 175-gram pies that are wrapped in a microwavable paper pouch. The package, which displays an appetizing photo of the pies surrounded by fresh vegetables, retails for $6.99.

Ingredients include chicken, pinto beans, jalapeno and chili peppers, Mexican spices, onion, garlic and Monterey Jack cheese.

Judge Frank Dell proclaimed the product "pretty tasty."

"It tasted better than it looked," he said. "It wasn't overly spicy, but it had a full-bodied taste to it."

The Enchilada Pies are sold in the frozen entrees section at A&P stores in Ontario alongside lasagna, chili and meat pies.

To promote the product, which took seven months to develop, the retailer conducted sampling, displayed in-store decals and featured the item in store fliers. When the item was rolled out in February, A&P encouraged trial by giving employees coupons to taste the product. A&P develops about 150 new items each year under the Master Choice or value-line Equality store brands.