The first major Cuties crop hit the market in 2004, mainly west of the Mississippi.

WSJ: The Big War Over Cuties, the Small Fruit

But if Cuties groves get cross-pollinated with pollen from seeded citrus varieties, Cuties start having seeds, too.

WSJ: The Big War Over Cuties, the Small Fruit

Dubbed one of "Cameron's Cuties", she had been heavily tipped to win the seat of Westminster North from Labour.

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Navel oranges, grown in California for more than a century and also seedless, still occupy several times more acreage than Cuties.

WSJ: The Big War Over Cuties, the Small Fruit

But the W. Murcott didn't find its wide audience until Sun Pacific and Paramount started planting and selling them as Cuties.

WSJ: The Big War Over Cuties, the Small Fruit

To stay ahead of new rivals, the Cuties group last year expanded distribution eastward, bringing the fruit coast-to-coast for the first time.

WSJ: The Big War Over Cuties, the Small Fruit

"People are tearing things out to plant them, " says Joe Berberian, sales manager for Bee Sweet, among California's top citrus growers and a Cuties competitor.

WSJ: The Big War Over Cuties, the Small Fruit

Being seedless is a main selling point for Cuties.

WSJ: The Big War Over Cuties, the Small Fruit

Some tangerines sold as Cuties are the Tango variety.

WSJ: The Big War Over Cuties, the Small Fruit

"Cuties are better for him than candy, " she added.

WSJ: The Big War Over Cuties, the Small Fruit

Because Cuties are made for kids.

WSJ: The Big War Over Cuties, the Small Fruit