Joe's Crab Shack launching eat-at-home entrees

by Eric Schroeder
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HOUSTON — Joe’s Crab Shack has partnered with Gourmet Express to introduce a new line of steamed, eat-at-home meals. The initial product launch includes four seafood entrees that steam in the microwave in less than 10 minutes. Each meal serves two people.

The meals are made with “simple” ingredients and no fillers or additives, according to Joe’s Crab Shack. Additionally, the meals contain zero trans fat, are rich in omega oils, and three of the four meals are gluten-free.

“Today’s consumers are strapped for time, but looking for quality, affordable, healthy mealtime solutions,” said Robin Ahearn, senior vice-president of marketing and menu for Ignite Restaurant Group, parent company of Joe’s Crab Shack. “Joe’s Crab Shack Eat-at-Home Meals for 2 provide quick and flavorful cuisine. Through our partnership with Gourmet Express, we’re able to offer Joe’s Crab Shack fans an opportunity to further enjoy our cuisine from home, while introducing our brand to new market segments.”

The eat-at-home entrees include:

•Cod with Cajun lemon butter sauce, Parmesan basil orzo and petite green beans;
•Salmon with honey Dijon sauce, jasmine rice and broccoli florets;
•Salmon with sesame ginger sauce, sweet potatoes in dark sugar sauce and petite green beans; and
•Mahi Mahi with tropical salsa, coconut rice and sugar snap peas.

Brad Jackson, chief operating officer of Gourmet Express, said the company was looking for a partner “to help us provide imaginative, healthy and convenient meals to consumers.”

“No one delivers beach-inspired fun and seafood flavor better than Joe’s Crab Shack, and we’re thrilled to be partnering with this brand,” Mr. Jackson said.

Joe’s Crab Shack Eat-at-Home Meals for 2, priced at $7 to $9, are available in the freezer section of more than 900 Wal-Mart locations and will be offered through additional national and regional grocers in 2011. The product line also will grow to include Joe’s Crab Shack Appetizers in spring 2011.

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