PLEASANTON - Kern's, a company known for its nectars, has achieved the type of cross-cultural appeal that companies pay consultants thousands to replicate. Now the company hopes to increase its market share with Latino consumers and at the same time expand sales to those it calls "culturally adventuresome" -- shoppers who like trying ethnic products from miso soup to chile verde. "It's interesting how brands can migrate" from one group of consumers to another, said Tim Ross, a partner with Kendall Ross Brand Development and Design, a Seattle-based consulting firm.

"Traditional consumers are looking to other (niches) as well." Kern's nectar, created in the 1930s, has a strong following among Latino consumers, and now the Pleasanton company is trying to score another hit with its line of Horchata, a cinnamon-flavored rice and milk-based beverage of Latino origin. The company makes 16 flavors of nectars including guava, strawberry, peach and papaya and three of horchata: original, mango and coffee. The company was founded by Julius Kerns in the 1920s in Southern California and started selling nectars about a decade later.

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