(Aug. 12) Consumers soon will have another option for a healthy substitute to potato chips and crackers.

Morari Specialties Inc., Miami, plans to launch a new line of baby cucumbers in early September aimed at diet-conscious adults and children.

Unlike other baby cucumbers on the market, the new variety will be smaller — about 2 inches long by a quarter of an inch in diameter. They will be grown on 300 acres at Morari Farms SA in the Dominican Republic.

Ross Ford, director of marketing, said the launch is the company’s first attempt to reach retail chains after serving smaller Indian and Asian markets with specialty products since 1977.

Aram Shah, a partner in Morari Specialties, said the new cucumber has been in development for five to six years and the timing is right for the rollout.

“It’s the perfect opportunity for this product now,” Shah said. “Consumer demand for convenience continues to grow and this product meets that description.”

The new cucumbers, which will be available in 8- and 16-ounce clamshells, will be packaged under the Morari’s Baby Cucumber label. It will be test marketed at retail stores in Chicago and eventually offered nationally on a year-round basis.

Ford said marketing plans include a buy-one, get-one-free campaign and coupons for a dollar off in newspaper advertising.

Morari also plans to market baby eggplant, baby okra and baby mangoes in the next three years.

Miami firm launches baby cucumber line
Morari Specialties Inc., Miami, plans to launch a new line of baby cucumbers in early September.