I FOOD I SUPERIOR FISH CO. Right in Your Own Driveway! ),4 1 THE TUNE From the icy cold waters .. New Zealand Fresh Norwegian $3 99 $UL. ■ exp. 8/20/88 Certified by the National Automotive Institute of Excellence Alaskan ORANGE ROUGHY FILLETS SALMON FILLETS , -UP I MAN KING CRAB LEGS $9.99 lb. Comes to your home or office with the garage-on-wheels Valet service that doesn't cost one penny extra • Expert diagnostic tune-up • Electronic analyzer - all engine systems • Professionally trained mechanics • Perfect results assured lb. exp. 8/20/88 exp. 8/20/88 aro, is 0 I- ■ SUPERIOR FISH CO. 11 Mile House of Quality Serving Metropolitan Detroit for Over 40 Years 309 E. 11 Mile Rd., Royal Oak, MI • 541.4632 Parking in rear Mon.-Wed. 8.5 Thurs. & Fri. 8.6 Saturday 8.1 Expanded Services Call Sanford Rosenberg for your car problems = 398-36051 No one mothers pasta like Chef Boyardee 198 7 Ame rica n Ho me Boyardee CH EESE. The way Chef Boyardee prepares cheese ravioli and macaroni shells, you'd think he was a Jewish mother. He uses only the finest ingredients: rich, ripe tomatoes, aged cheese and enriched wheat flour. So his pasta is not only delicious, it's also 95% fat-free, contains complex carbohydrates and has no preservatives: So for cheese ravioli and macaroni shells with all the good things your mother would use, you can thank good- ness for Chef Boyardee. c Thank Goodness for Chef Boyardee Advertising in The Jewish News Gets Results Place Your Ad Today. Call 354-6060 BAGEL DELI P UCE CO. 6088 W. MAPLE AT FARMINGTON RD. • W. Bloomfield • 851-9666 OPEN MON. THRU SAT. 9 TO 6 SUNDAY 8 TO 3 THE PLACE FOR SMOKED FISH KOSHER © THE FINEST SMOKED FISH & DELI TRAYS HANDOUT NOVA LOX SUMMER SPECIAL AUG. 12-AUG. 18 SMOKED KIPPERED SALAD $6.99 a • u_ p iz i n.- Av tdintrutolagg SMOKED SABLE SALAD $6.99 SMOKED WHITEFISH $6.99 Bubbles Are Chic, Just Don't Call It Seltzer GLORIA KAUFER GREENE Special to The Jewish News W hat used to be known as "two cents plain" ain't so plain anymore. Seltzer has taken on a new taste, a new name and a new life with the addition of various essences that add flavor and aroma. Flavored sparkling water — seltzer's new name — has become the in drink of the health-and-diet concious '80s, if sales and newly created hybrids are any indication. Already accounting for more than half of all sparkling water sales, it seems that the popularity of these new flavored Tizzies has yet to peak. According to Glen Wasser, an appropriately named con- sultant to the bottled water industry, flavored sparkling water sales are expected to rise 70 percent by 1990. What has been gobbled up, however, is seltzer's good name. Mention seltzer to anyone in the bottling in- dustry and Zeltzer Seltzer, New York Seltzer, San Fran- cisco Seltzer and other drinks containing sugar, corn syrup or other sweeteners come to mind. While they may be col- orless and even "all natural," they are far from calorie-free. According to the United States Department of Agri- culture, these ersatz seltzers are really "soda!' What was once seltzer now falls under the industry um- brella of "sparkling water" and includes flavored and unflavored calorie-free car- bonated waters like those pro- duced by Perrier and Vintage. For a long time Americans turned their noses up at this fizzy, refreshing drink, but no more. According to Wasser, Americans spent three- quarters of a billion dollars last year on these bubbling thirst quenchers. And in the past decade, sparkling water has developed into an elite recreational beverage, a water "soft drink" if you will. Concern about the quality of the local water supply is another reason people are turning to these bottled waters, according to William Deal, executive vice president of the International Bottled Water Association. Whatever the reasons, sparkling water sales really took off when astute market- ing by the French bottler Per- rier made it acceptable — even chic — to sip a glass of expensive, slightly bitter, ef- fervescent water instead of an alcoholic cocktail. In fact, Wasser said increas- ed awareness of the drunk driving problem has helped raise sparkling water from its lowly status as a low-cost soda fountain spritzer to its respec- table place in top-notch bars. Perrier's popularity quickly led to the nationwide distribution of a number of upscale imports as well as increased sales of other brands. And considering that a slice of lemon or lime is so frequently added to embellish the flavor of plain sparkling water "mocktails," it was a logical step for bottlers to start adding fruit flavors. According to the Boston Globe, the first flavored seltzer in the United States was produced seven years ago by the Polar Corporation. The Massachusetts bottler first added the obvious lemon and lime, but now offers five flavors, including peach and cranberry. In transforming plain seltzer into sparkling water, bottlers add an average of two pounds of concentrated natural fruit essences to every 1,000 pounds of purified water. They then bubble car- bon dioxide gas through the mixture. While a few bottlers make their own natural extracts, the technique is so com- plicated that Polar and most others prefer to have flavor houses develop custom blends. And some bottlers, ac- cording to Wasser, are begin- ning to use artificial flavors as well in their sparkling waters. But flavoring sparkling water can be a tricky busi- ness. Because the flavor of the carbonation tends to be over- powering without a sweetener to mask it, bottlers add a large dose of "bouquet," the fruit's distinctive aroma. In fact, the scent probably contributes as much if not more to the fruit sensation as the actual taste on the tongue. Fruit essences are now available in natural sparkl- ing water, such as Perrier, which comes from an aquifer, as well as manufactured sparkling water. Flavors and strengths differ from brand to brand. Owned by the Perrier Group and marketed by Great Waters of France, Inc., Poland Springs and Perrier are both Continued on Page 70 C/<