In The Raw® Sweeteners Launches Series of TV Spots with Academy Award Talent Roster

NEW YORK, June 13, 2011 /PRNewswire/ -- Heartbreak, what the boss likes in her coffee and the "sweetness to tea ratio" are just a few of the scenarios featured in a humorous yet smart multi-million dollar TV ad campaign being unveiled today by the In The Raw family of all-natural sweeteners, Sugar In The Raw and Stevia In The Raw.  The "It's Only Natural" spots, created by Mother New York, featuring the voice of Academy Award Winner Frances McDormand, were produced and directed by Academy Award Nominee Brett Morgen, who is best known for his documentary film making. Morgen was chosen for his ability to capture real moments in interesting and visually captivating ways.

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Sugar In The Raw, a turbinado sugar acclaimed by consumers at high-end coffee shops and the darling of foodies and naturalists alike, was introduced in 1970. Stevia In The Raw, the zero-calorie, all natural sweetener has caught fire, rapidly gaining market share since its introduction in 2009.  The launch of their 9.7 oz. Baker's Bag has set it apart as the only branded stevia product that is a cup-for-cup equivalent when substituting for sugar.

The "It's Only Natural" spots tap into the truths of human nature as they relate to all things food. The witty spots show the influence of Sugar In The Raw and zero-calorie Stevia In The Raw on consumer behavior when faced with everyday decisions.  Whether trying to impress the boss, enjoying an occasional indulgence or counting calories, In The Raw has you covered—naturally.  Spots can be found HERE.

The maker of the In The Raw brands, Cumberland Packing Corp., believes that McDormand was the natural choice for their campaign.  "In The Raw is honest and realistic, and we have built the voice of our brand to be good natured and smart, while also possessing a touch of wit and sass. We chose Frances McDormand because she is just that," says Steven Eistenstadt, CEO, Cumberland Packing Corp.

The "It's Only Natural" series of ads, which kicks off in June, will run nationally on network, cable and digital in six :30 and :15 spots. In addition to TV, a previously launched print campaign consisting of smartly crafted recipes will continue to run nationally, as will digital ad components and a new social media effort, to support the "It's Only Natural" campaign.

Of the top-5 nationally branded sugar substitutes, Stevia In The Raw has the fastest growing dollar sales and unit sales over the past 52 weeks, according to SymphonyIRI Group, a Chicago-based market research firm.*

Since the introduction of Stevia In The Raw's Baker's Bag, it has become a pantry staple, answering the growing demand for an easy-to-use, all-natural, zero-calorie sugar substitute that can be used in cooking and baking applications.

Recipes and tips can be found at www.steviaintheraw.com and www.sugarintheraw.com.

About Cumberland Packing Corp.

Headquartered in Brooklyn, New York, Cumberland Packing Corp. is a family owned and operated business that has been serving the public for more than 50 years. Their product lines underscore the important roles diet and exercise play in maintaining good health, making products such as Sweet'N Low®, helping millions of people around the world manage their weight by sweetening food and beverages without added sugars and unnecessary calories and the "In The Raw" selection of 100% natural premium sweeteners enabling consumers to add versatility, naturally.

Media Contact:
Liz Castoro
T: 212.297.2139
E: [email protected]

SOURCE Cumberland Packing Corp.