Californians Embrace Traditional Latin Beverage

CA Study Finds 93% of non-Latinos 'Likely to Prepare' Licuados at Home

BERKELEY, Calif., Nov. 11 /PRNewswire/ -- Today the California Milk Processor Board (CMPB) released the results of its eight-city study designed to find out how non-Latinos feel about Licuados. Pronounced lee-kwa-dohs, these traditional Latin drinks are made in a blender with cold milk, fruit, and a variety of other ingredients. They are enjoyed both at home, and at sidewalk "Licuado Bars," across much of Mexico, the Spanish-speaking Americas and the Caribbean.

Beginning in August, the CMPB held in-home Licuado research with more than 500 non-Latino Californians (between the ages of 25 and 45) in eight cities across the state, including: Fresno, Los Angeles, Oakland, Orange County, Sacramento, San Diego, San Francisco and Van Nuys.

"Our objective was to determine if Licuados could 'cross-over' into mainstream cuisine," says Jeff Manning, executive Director of the CMPB. "Based on these results, Licuados could become the next burrito or sangria."

"I'd never heard of Licuados before now," said Angela Gianulias, a survey participant from Sacramento. "They struck me as a wonderful, healthy drink, and a great way to jumpstart the day."
Some research highlights:

-- Over 90% liked the concept of Licuados.
-- 93% liked the taste of Licuados.
-- Nearly 70% listed freshness as the most important characteristic.
-- 74% thought Licuados made great snacks.
-- Nearly half (52%) thought Licuados made a good meal replacement.
-- Surprisingly, even though 40% of those asked thought Licuados were
"time-consuming" to prepare, 93% still said they were likely to make
them at home.

"Californians are obsessed with time," said Manning. "The reality is that you can whip up a fresh, great tasting Licuado -- and clean the blender -- in just minutes."

As part of the in-home research, the CMPB sampled 26 new and traditional Licuado recipes, many created by one of Southern California's leading Latin chefs and restaurant owners, Toribio Prado. Many of these are available on and will soon be found on restaurant menus and at Licuado bars throughout California. See "Licuado Futures."

To obtain a copy of the study results, set up an interview or get more information on Licuados -- please contact, Paola Risso at 310-385-1697.

About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. GOT MILK? is a registered trademark and has been licensed nationally since 1995. The CMPB launched a Spanish language marketing campaign in 1994. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

Licuado Futures!
Milk Board's Predications for the next 18 months

-- Licuado bars will spring up around California and the country.
-- Licuados will show up on the menus of major restaurant and smoothie
-- Licuados will become the focus of co-branding, e.g., Del Monte
Bananas, Nestle Morsels.
-- Blender manufacturers will add fuel to the Licuado craze.
-- Licuados will become a household word (and much beloved beverage).

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