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Passion Cafe Coffee in Joint Venture with Latitude 23.5; Agreement Expands Reach of Passion Cafe Exotic Coffee Line.

SANTA BARBARA, Calif. & SARASOTA, Fla. -- Passion Cafe today announced that Latitude 23.5(a) Coffee & Tea Company, based in Sarasota, Fla., will serve as exclusive roaster and distributor of Passion Cafe's Exotic Coffee brand. The companies will work together to develop new markets for the brand in the U.S. and Europe and to develop additional products as those markets grow.

Passion Cafe's Exotic Coffee utilizes specialty-grade Arabica beans, pure flavor extracts and a natural food-grade carrier (as opposed to the widely-used chemical solvent, propylene glycol) to create a unique flavored coffee unmatched for bean quality, flavor balance and health considerations. It was designed by co-founders Leslie and Jimmy Caplan "to satisfy both the purist and flavor enthusiast."

The Exotic Coffee line features Morning Express, accented with chocolate and habanero chile; French Chocolate, chocolate and lavender; Royal Vanilla, French vanilla and anise; Heavenly Spice, eight spice flavors; and Champagne Touch.

All flavors are natural, with the exception of Champagne Touch, which has both natural and artificial components.

Since introducing its first coffee products in Fall 2003, Passion Cafe has attracted customers in about 25 states, primarily through specialty food stores and over the internet. The new Exotic Coffee line is available in 12 ounce bags, suggested retail $9.99, and in 5 lb. bulk wholesale bags, at $27.50.

"Passion Cafe Exotic Coffee truly offers an unparalleled flavored coffee experience," said company co-founder, Jimmy Caplan. "For the first time, coffee lovers can enjoy a top quality, propylene glycol-free flavored coffee whose gentle flavors accent rather than overpower the rich taste of the beans.

"We believe this is a first for our industry, and we expect our involvement with Latitude 23.5 to be a strong catalyst for increasing brand awareness and sales. We invite all flavored coffee lovers, and even tried and true regular coffee folks, to taste our new coffees and enjoy what gourmet flavored coffee is meant to be."

Latitude 23.5 has evolved over 13 years into a boutique roaster offering specialty estate, organic, blended and flavored coffees. According to Dimitry Erez, Latitude's chief operating officer, "We view our joint venture with Passion Cafe as an opportunity to participate in the coffee industry's most recent innovation. We are confident that Passion Cafe Exotic Coffee will be received enthusiastically and represent significant growth for both companies."

For further information, please call Passion Cafe at 800-210-1410, or Latitude 23.5 at 877-260-9212.

(a) EDITOR'S NOTE: A degree symbol should appear in superscript after the number "5" in company name Latitude 23.5.
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Publication:Business Wire
Date:Feb 10, 2005
Words:423
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