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Blending Cultural Lines
Appliance maker promotes dairy-based Latin crossover
drink.
First came the margarita.
Now one of the leading U.S. appliance manufacturers is hoping Americans
will leap on the licuado bandwagon.
The licuado (pronounced lee-KWA-doh) is the latest
Latin crossover drink to capture American taste buds. Popular across Mexico
and the Spanish-speaking Americas, this milk–and-fruit-based blended
beverage has become the “drink del dia” (drink of the day) in
California, Texas and other parts of the country.
Leading consumer products giant Sunbeam Products Inc.
began promoting Latin Licuados in July with its popular Oster® brand beehive
blenders. All Oster Contemporary Classic Combination units — with
portable Blend-N-Go™ cups — contain a “Got Licuado?”
recipe pack-in CD featuring Oster spokesperson and celebrity chef Michelle
Bernstein.
“Although licuados are rooted in Latin culture,
they’ve become popular with all groups and ages,” says Lori
Gonzalez, marketing director of Oster Global Appliances. “This
promotion is one way the Oster brand inspires consumers to be creative and
innovative.”
The California Milk Processor Board (CMPB) —
which created “Got Licuados?” based on its ubiquitous
“got milk?” tagline — predicts this traditional
non-alcoholic Mexican beverage will become the next burrito.
“Licuados are making their way out of Hispanic
restaurants and into mainstream kitchens, and Oster is leading the
way,” says Jeff Manning, CMPB executive director.
“The Oster Blend-N-Go cup and licuados are
perfect for a nutritious snack or light meal,” adds Gonzalez.
“The possibilities are endless.”
Whether it’s the traditional milk-and-fruit
blended drinks or more innovative concoctions using pumpkin pie filling or
peanut butter, licuados are said to be limited only by the imagination.
Licuado recipes are available at www.oster.com and www.gotmilk.com.
The Oster licuado promotion is an exclusive
partnership with Costco club stores. Licuado demonstrations will take place
at 187 stores nationwide during the 2004 peak summer blending season.
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