Kellogg/Lactaid Partner to Test for LI

Hispanics are now the largest "minority" group in the U.S. and mainstream companies have increasingly been attempting to target the Hispanic market with products and to promote Hispanic products within the more general market.

An article by Karlene Lukovitz on MediaPost's Marketing Daily website covers the subject in good detail.

A couple of bits were especially fascinating from our perspective.

Recognizing U.S. Hispanics' high rates of diabetes, high blood pressure and lactose intolerance, Kellogg has created a mobile tour in partnership with Lactaid that will visit 125 locations to offer tests for such medical conditions. Bilingual nurses will administer the tests, and participants will learn about the program through a brochure that was created in Spanish, and receive a bilingual magazine offering advice on healthful eating.

In addition, the California Milk Processor Board, who are the geniuses behind the Got Milk? campaign, are marketing a spinoff of that called "Got Licuados?" Licuado just means "blended" but it's become a name for a milk and fruit combo.

Natalie Haughton of the Los Angeles Daily News wrote:

Looking for a cool, frothy, fresh fruit drink to start the day? Opt for a licuado -- a blended fruit drink that's popular and traditional in Mexico and throughout Latin American countries.

Typically made with milk, fresh or frozen fruits and granulated sugar or honey, licuados take only minutes to whir up in a blender at home...

Although licuados are most often associated with fresh fruits and milk, juice or water can be used instead of milk, if desired, says Erik Perez, director of food services for Vallarta Supermarkets, where licuado sales average 500 to 700 per week per store with strawberry or banana or a combination of the two the most popular flavors.

"Licuado means blended. It's anything people like to blend with or without milk," adds Perez, who was raised on licuados in Guatemala. He describes them as "fruit taste without taking a bite into the fruit." Although he moved to this country 20 years ago, Perez still consumes them. "It's part of my culture. A licuado can be a breakfast replacement." Or it can be consumed later in the morning or in the afternoon as a pick-me-up snack. ...

Don't confuse licuados with smoothies. "I think of licuados as healthier, lighter and thinner (in consistency) than a regular smoothie -- and they don't have as much sugar," says Molly Ireland of Topanga Canyon, spokeswoman for the Berkeley-based California Milk Processor Board. Licuados also have less ice and a frothiness not found in smoothies.

Right. The California Milk Processor Board. See how smoothly I tie this all together?

On their Got Milk website, they now have a licuados section. Here's a recipe for a licuado you can make for yourself:

Berry Me Alive Licuado (serves 2)

1 1/2 cups milk*
1 cup fresh or frozen berries, such as strawberries, blueberries or raspberries
1 ripe banana, sliced
2 tablespoons orange juice concentrate
3 teaspoons sugar or artificial sweetener
1 cup ice

Place all ingredients in a blender or food processor canister. Blend until smooth. Serve chilled. Extra portions can be refrigerated, or frozen for a fast, healthy snack.

[*Remember the advice given above. You can substitute lactose-free milk, soymilk, juice or water for the licuado base.]

And you can print out a guide to California's Best Licuados directly from a page there.

Or if you'd rather purchase a full-color printed version of the guide, send a $4.00 check (payable to "RLPR") to:

LICUADO GUIDE
c/o RLPR
1900 Avenue of the Stars, Suite 288
Century City, CA 90067