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Rawl to debut new line

by | November 18, 2010
Starting in December, Pelion, SC-based Walter P. Rawl & Sons is set to debut "Paula Deen Southern Dishes."

The new line capitalizes on Paula Deen's brand power that extends from television and restaurants to cookbooks, magazines and a host of licensed products. Described in a Nov. 19 Rawl press release as an everyday woman with an American success story, Ms. Deen has grown her business empire through hard work and loyal fans. Not to stand on star power alone, “Paula Deen Southern Dishes” also focus on key attributes of taste and convenience. Each item is ready to microwave in the bag with a two- to six-minute cook time and flavors like creamy herb butter, Asiago cheese sauce and brown sugar glaze.

“This partnership with Paula Deen is an exciting opportunity to bring her passion for good food and family together with our products to provide consumers with easy mealtime solutions,” Ashley Rawl, the company’s director of sales and marketing, said in the press release. “We are committed to helping consumers find new and convenient ways to enjoy traditional vegetable side dishes, and this partnership does just that.”

The new line will launch in December with creamy herb butter sauce with broccoli, butter and bacon sauce with green beans, Asiago cheese sauce and vegetable medley, garlic butter sauce with potatoes and green beans, and red potatoes with loaded baked potato sauce. Early in 2011, Rawl plans to debut six additional “Paula Deen Southern Dishes” featuring butternut squash, sweet potatoes, collard greens, brussel sprouts and more. All items are expected to retail for about $3.99 and be supported with a consumer marketing program.