PRUNES TO GET A FACELIFT

PRUNES TO GET A FACELIFT

PLEASANTON, Calif. (Wireless Flash) -- Prune growers are trying to give a facelift to their product's wrinkled old image. The California Prune Board has just gotten permission from the FDA to change the name of the senior citizen staple from "prunes" to "dried plums." Prune Board director Richard Peterson says the spiffed-up name change is designed to make the laxative fruit popular with young folks. Prunes have been plagued by an old stodgy image for years - - so much so that these days most folks who eat prunes are over the age of 65. Growers plan to phase out the prune moniker over the next two years, and they hope the new dried plum label will make the fruit just as popular as dried apricots.