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Look Out, Oranges! Grapefruit Wants Back in

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Washington (dpa) - If the grapefruit growers of Florida have their way, juice from the thick-skinned yellow fruit will soon become the new "in" drink for health-conscious young women.

The Florida Department of Citrus has launched a publicity campaign to change the fruit's image from its old-fashioned association with aging aunts and Victorian-era style, The New York Times reported Monday.

Grapefruit growers in Florida are paying a special tax to fund a 3-million-dollar marketing campaign aimed at convincing mainly women from age 21 to 49 to buy "Sass in a Glass" - the fruit's new nickname. Women are targeted because they are more likely to buy healthy drinks.

Florida's 8-billion-dollar orange industry has an easy corner on the market, with the decades-old "sunshine in a glass" image. The smaller 1-billion-dollar grapefruit industry is determined to stop the steady erosion of its popularity.

Copyright 2003 dpa Deutsche Presse-Agentur GmbH

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