Marvelous makeover: Captain Citrus to get new look as comic book superhero with $1M contract


Captain Citrus will undergo a transformation from a doughy, bowling-ball-shaped character into a buff superhero. (Source: The Ledger)


From The Ledger: The Florida Department of Citrus is in the final stages of negotiations on a roughly $1 million contract with Marvel Worldwide Inc. to create a new Captain Citrus character to market orange juice to pre-teens and teens, said David Steele, the department’s public relations director, at a recent  Florida Citrus Commission meeting.

Under the contract, expected to be finalized later this month, Marvel will remake the current Captain Citrus, essentially a life-sized representation of an orange, into a buff superhero similar to his comic book and movie namesake, Steele said. Captain Citrus will transform from a gender neutral character to a male superhero touting OJ’s health and nutritional benefits.

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