Business Notes CRANBERRIES

Those funky singing California raisins may be in for some competition from a new kid on the block: the Craisin. Invented by Ocean Spray, a Craisin is a cranberry that has been dried and sugared to sweeten its tart flavor. The product is innocent enough, but the Craisin name has turned raisin producers sour. California growers, who spent $25 million last year promoting raisins, think Craisin is a rip-off. "If it's a cranberry, why don't they call it a cranberry?" asks Don Martens, a member of the California Raisin Advisory Board.

But Ocean Spray, based in Plymouth, Mass., believes the growers' fuss is fruitless. It says there will be no confusion between the two products, since labels will read CRAISIN DRIED CRANBERRIES. Craisins will be sold as a snack and as an ingredient in other foods. They can also be found next month in a new Ralston Purina breakfast cereal. But the real question is, Can they sing?