In The Raw® Sweeteners Sales Hit New Record in 2012

Stevia In The Raw® Sales Growth Nearly Doubles Competitor's

Feb 06, 2013, 08:17 ET from In The Raw

BROOKLYN, N.Y., Feb. 6, 2013 /PRNewswire/ -- In The Raw® all-natural sweeteners had a record year in 2012, passing the $50 million mark in retail sales for the first time, reports Cumberland Packing Corp. Up an astounding 20% in overall sales vs. 2011, the brand's growth can be attributed to the popularity of the variety of their products, answering the demand for all-natural sweeteners, with Sugar In The Raw®, Stevia In The Raw®, Monk Fruit In The Raw™ and Agave In The Raw®.

Leading the way is Stevia In The Raw, with sales growth up 27%, while Truvia® grew only 16% and Pure Via™ just 6% for 2012 vs. 2011. Recently becoming the best-selling brand in the In The Raw portfolio, Stevia In The Raw surpassed Sugar In The Raw at retail for the first time in 2012, edging out its sibling by approximately $1 million in sales. Agave In The Raw, which launched in 2010, is now the #3 selling agave SKU with distribution continuing to grow. (Source: SymphonyIRI Group, Inc.'s "Total U.S. F/D/Mx" Latest 52 Weeks Ending Dec 30, 2012.)

"The next big thing" in natural sweeteners, Monk Fruit In The Raw, the brand's newest zero calorie sweetener, which launched in October of 2012, is far exceeding initial roll-out projections at current pace. With a goal of acceptance in 20,000 stores, the brand has already confirmed acceptances in approximately 13,000 stores and is anticipating an additional 3,500 by the end of Q1 2013.

"We're thrilled to see the growth in our products, reflecting people's awareness and pursuit of alternative natural sweeteners and well-being," said Steven Eisenstadt, CEO of Cumberland Packing Corp.  Cumberland Packing Corp.'s strategy is to continue to build the In The Raw family of products, to provide healthy options for consumers looking for better ways to eat right and to enjoy the sweet life – naturally.

About In The Raw®

The In The Raw® brand of 100% natural, premium sweeteners includes Sugar In The Raw®, Stevia In The Raw®, Monk Fruit In The Raw™ and Agave In The Raw®, enabling people to choose, while having sweetness and versatility, naturally.  In The Raw products come from Cumberland Packing Corp. of Brooklyn, NY, a family owned and operated business that has been serving the public for more than 50 years.  Find out more about In The Raw brand products at Visit us on Facebook at and follow us on twitter at @InTheRawBrand.

Media Contact:
Kristen Kurtz
Kellen Communications
T: 917.561.2406