Word: cajeta
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...Spanish, means "won't go." The lesson of this tall tale, know thine target, has revived relevance to a new generation of marketers, who, after years of simply translating their mainstream English-language advertising into Spanish, are now creating product lines for U.S. Hispanics. Among these: Hershey's Cajeta Elegancita candy bar. The Mexican term for caramel flavor made with goat's milk, "cajeta" is also a word for female genitalia in Argentine slang. This idiomatic tangle highlights but one of the challenges of marketing to so disparate a group as the 37 million U.S. Latinos...
Espinoza hasn’t forgotten about dessert either, which will be served during dinner hours. A few of the dishes available will be a Mexican pudding called arroz con leche, flan, and cookies filled with cajeta, a caramel spread made from goat’s milk...
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