Actress Eva Longoria has been romantically linked to a wealthy Mexican businessman, just days after dismissing rumours she had reunited with her ex-boyfriend Eduardo Cruz. The former Desperate Housewives beauty was said to have enjoyed a New York lunch date with Penelope Cruz's brother last week (ends25Oct13), but she denied the report, telling her Twitter.com followers, "Sorry this is just not true." It has now emerged that Longoria was actually dining with her new man, but she wishes to keep his identity away from the public eye. A source tells People.com that the star has been dating "a wealthy, successful businessman from Mexico", adding, "She's very happy, and he's crazy about her." Longoria and Cruz had been on/off lovers since the end of her marriage to sportsman Tony Parker in 2011. She went on to date businessman Ernesto Arguello, but that romance fizzled out this spring (13).