Though mainstream consumers often opt for the latest drug or treatment they see advertised on TV, companies such as Midway Importing market to Hispanics because they know the nation's fastest-growing minority is most loyal to products it knows. Offering an array of products from Super Macho, a high-potency formula, to Ricitos de Oro, simple baby wipes, Midway advertises only in Spanish and sells products in major stores like Wal-Mart and Walgreens.

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