In The Raw® Breaks Into New Market With Launch Of Reduced Calorie Beverages

News provided by

Jun 01, 2015, 08:12 ET

BROOKLYN, N.Y., June 1, 2015 /PRNewswire/ -- This June, the In The Raw® family of sweeteners unveils a big change for the brand by stepping into the ready-to-drink beverage market with In The Raw® soft drinks. Perfectly sweetened with responsibly sourced Fair Trade Certified™ Sugar In The Raw® and zero-calorie stevia, the beverages contain half the amount of sugar as leading full-calorie brands and only 70 calories per 12oz bottle.

In The Raw Breaks Into New Market with Reduced Calorie Beverages

The initial launch includes three varieties: In The Raw™ Tea with Natural Lemon Flavor, In The Raw™ Lemonade and In The Raw® Cola. Staying true to the In The Raw brand ethos, these small batch drinks contain no artificial sweeteners or preservatives. The In The Raw beverages will be sold in 4-packs, with a suggested retail price of $6.99. Products will be available on shelf in specialty and natural food stores and online at Amazon.com in June.

According to the International Food Information Council (IFIC) Foundation's 2015 Food and Health Survey, which offers new insights into Americans' health and nutrition, consumers showed efforts to choose more healthful options in their lives with 76% reporting cutting calories by drinking water, or low- and no-calorie beverages.

The In The Raw brand portfolio has grown six-fold since the introduction of Sugar In The Raw in 1970. Offering table top sweeteners until now, forging into the ready-to-drink market is a bold, but fitting, move and is in response to consumers' overwhelming demand for craft beverages sweetened with natural cane sugar.

"We understand people are looking for ways to reduce sugar while still have a satisfying experience, so we took the In The Raw brand to the next level by developing these delicious drinks sweetened with Sugar In The Raw and just a hint of stevia to keep the calories down. Because of the carefully blended combination of the two sweeteners, there is not a 'stevia taste' which some other stevia sweetened drinks have. We are committed to helping bring out the craft experience by providing the best ingredients and products available, so beverages were a natural next step," said Steven Eisenstadt, CEO of Cumberland Packing Corp.

The In The Raw® brand continues to lead innovation and growth in the sweetener category with a robust portfolio of sweetener options, including Non-GMO project verified Sugar In The Raw®, zero-calorie Stevia In The Raw® and Monk Fruit In The Raw®, USDA Organic Certified Agave In The Raw® and Eco-Social Certified Sugar In The Raw Organic White®. The Fair Trade Certified™ In The Raw Beverages are part of the strategy for the brand to continue to build the In The Raw family of products and to provide healthful options for discerning consumers looking for ways to eat right and enjoy the sweet life.

For product updates, including distribution, visit www.facebook.com/intheraw or www.intheraw.com/finding-itr

About In The Raw®
Cumberland Packing Corp.'s In The Raw® selection of premium sweeteners enable consumers to add sweetness and versatility. Find out more about In The Raw® brand products at www.intheraw.com and visit us on Facebook at www.facebook.com/intheraw. Follow us on twitter at @InTheRawBrand or pin us at Pinterest.com/InTheRawBrand.

Media Contact:

Kristen Kurtz
Kellen Communications
T: 917.561.2406
E: [email protected]

Sales Contacts:

Jeffrey M. Buntin
InTheRaw® Director of Sales / Alternate Channels
T: 347.387.4719
[email protected]

Jon Gutierrez | Business Manager
InTheRaw® National Natural / Specialty Broker Partner
T: 630.539-3100 | C: 224.392-1264 | F: 630.539-3109
[email protected]

Distribution available at KeHE and KeHE Solutions.

Photo - http://photos.prnewswire.com/prnh/20150528/219187

SOURCE In The Raw