Grocers are stocking hotter spices and more fruit flavors, after sales of ethnic food increased 4.5% from 2010 to 2012. Such sales are expected to rise more than 20% by 2017, according to Mintel Group. Growth is coming not only from Asian and Hispanic consumers but also changing American tastes. "We were surprised to find that among non-Hispanics, people really loved certain things about the brand -- the fruit flavors, the glass bottle, the natural sugar," said David Flynn, marketing director at Novamex, maker of fruit-flavored soda Jarritos.

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