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From WiX Wiki at MindCapers

  <Directory Id='ProgramMenuFolder' Name='ProgramMenuFolder'>
     <Directory Id='IDProgramGroup' Name='Company'>  
        <Component Id='IDProgramGroup' Guid='insert valid Guid here'>
           <RemoveFolder Id='IDProgramGroup' On='uninstall'/>
           <RegistryValue Root='HKCU' Key='SOFTWARE\Company\MyApp'
                          Type='string' Value='Hello World' 
                          KeyPath='yes' />                                    
        </Component>
     </Directory>
  </Directory>