MARVELOUS MAKEOVER: CAPTAIN CITRUS GETTING NEW LOOK TO APPEAL TO TEENS

BONITA SPRINGS (June 12, 2014) By Kevin Bouffard, THE LEDGER – Like his more famous cousin, Captain America, Captain Citrus will undergo a transformation from a doughy, bowling-ball-shaped character into a superhero.

The Florida Department of Citrus is in the final stages of negotiations on a roughly $1 million contract with Marvel Worldwide Inc. to create a new Captain Citrus character to market orange juice to pre-teens and teens, said David Steele, the department's public relations director, at Wednesday's Florida Citrus Commission meeting. Marvel publishes Marvel comic books featuring characters such as Spiderman and the Incredible Hulk, many of which have become movies.

Under the contract, expected to be finalized later this month, Marvel will remake the current Captain Citrus, essentially a life-sized representation of an orange, into a buff superhero similar to his comic book and movie namesake, Steele said. Captain Citrus will transform from a gender neutral character to a male superhero touting OJ's health and nutritional benefits.

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