St. Louis, MO: August 5, 2008 - Citrus Springs plans to launch a premium ready-to-drink Horchata in the U.S. this summer, under the brand name Madrina's.  The drink is the first branded product initiative announced by Citrus Springs, a manufacturer of fruit juices for the food service industry. Madrina's is targeted toward the growing U.S. Hispanic population.

"Our research shows that the US Hispanic population has been underserved in the specialty beverage market, and has limited access to many of the cultural products they consume in their native country," said Rich Davis, President of Citrus Springs.  "Horchata is one example." 

As the rapidly increasing Hispanic population migrates to the US so does the need for culturally relevant products. Traditionally Horchata is made from a blend of rice water, milk, sugar and cinnamon. It is a staple in the diet of many Hispanic Americans that dates back to their childhood when their mothers would make it on a daily basis.

Currently there are only a few powder and concentrate products available on a limited regional basis.  There are even fewer ready to drink products available limited primarily to Southern California.   Located in the dairy cooler of major supermarkets, Citrus Springs will be the first beverage manufacturer to introduce a ready to drink Horchata,  Madrina's, on a national basis.

"After two years of development we have been able to capture the traditional home made flavor that mom provided when they were growing up at home," said Rich Davis,  president of Citrus Springs. "It is time that a company like Citrus Springs steps up and fills a void that has been left largely untapped by the by  beverage industry."

The United States is the 5th largest Spanish-speaking nation in the world.  Since 2001, the U.S. Hispanic population has been growing at 4 times the rate of the general population. By 2020, the U.S. Hispanic population is projected to be 60 million.

Citrus Springs is one of the nation's leading manufacturers of shelf stable 100% fruit juice and fruit juice-blends for the food service industry. The firm offers breakfast quality products in Bag-N-Box (BNB), and holds nearly 20 years experience in all aspects of sales, marketing and manufacturing of beverage concentrates. For more information on Citrus Springs visit www.citrussprings.com.

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