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"You've Heard It Through the Grapevine..." Richard Simmons Introduces New California Raisin Character; Leads World's Longest Grapevine Line

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FRESNO, CA - Nearly a decade ago, an unforgettable bunch of dancing raisin characters boogied their way into Americans' hearts to Marvin Gaye's popular tune "Heard it Through the Grapevine." On Thursday, Feb. 10, the California Raisin Marketing Board introduces its brand new California Raisin Character whose fun-loving, health-conscious spirit is just right for the new century.

It all begins Thursday morning (11:30 a.m. EDT) at New York City's Union Square Park when "health and fitness fanatic" Richard Simmons introduces the new California Raisin Character before a crowd of several hundred of people. The next generation of the beloved icon, who has gone solo, is a bit more pumped-up with a new look, a hip new dance and new lyrics to that old familiar tune that convey a good health and nutrition message.

The California Raisin Marketing Board inviting New Yorkers and their friends to join in the fun and become part of the "World's Longest Grapevine Line" right in the middle of the Big Apple. The participants will also the first to hear the new lyrics to the new California Raisin theme song "Heard it Through the Grapevine." As part of the event, the California Raisin Marketing Board is making a donation to the American Cancer Society.

Just plucked from the vine, the new California Raisin Character has an updated look and takes an active role in promoting the overall consumption of raisins through cooking and baking, as well as encouraging out-of-hand snacking. This new, fun-loving icon will soon be visible on packaged foods and restaurant menus where California Raisins are featured, as well as in trade advertising and promotions. The California Raisin Character will also make "personal" appearances at grade schools in select cities throughout 2000.

"Raisins are a naturally sweet, no cholesterol wholesome snack," says Dr. Julie Jones, licensed nutritionist. "With its fit and energetic new look, the California Raisin Character is the embodiment of California Raisins' natural goodness. The new California Raisin Character's mission will be to promote that good news amongst consumers, to encourage them to embrace a healthier lifestyle and reach for this nutritious snack."

Contact: Carrie Grandits/ Laurie Mahoney
Marina Maher Communications, Inc.
830 Third Avenue
New York, New York 10022
212/759-7543

 

 

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