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    Publix to Launch Private Label Hispanic Line

    LAKELAND, Fla. - Publix Super Markets here has said it will launch a store-brand line of Hispanic products the first quarter of this year, according to published reports.

    LAKELAND, Fla. - Publix Super Markets here has said it will launch a store-brand line of Hispanic products the first quarter of this year, according to published reports.

    Publix executives told sources the products would be introduced via the store's weekly fliers, messages at the register, and in-store promotions.

    The line, which will include items like frozen plantains, ready-to-eat black beans, and a mojo marinade, will compete against more established brands like Goya and Badia, but at a lower price, spokeswoman Maria Rodamis said. The products will be offered at all Publix stores, as they are expected to appeal to Hispanics as well as non-Hispanics who like ethnic foods, according to Rodamis.

    Publix already offers authentic Hispanic products in some of its in-store bakeries, including flan (an egg-based custard) and tres leches ("three milks"), a creamy, spongy cake.

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