Sweet'N Low Shows Strong Staying Power at Number Two in Market Share Among Sugar Substitutes

NEW YORK, June 2, 2011 /PRNewswire/ -- Sweet'N Low®, America's iconic, zero-calorie 'pink' sweetener continues to be immensely popular with consumers, reigning as number two in both total unit and volume sales for the 52-week period, ending April 17, 2011, as well as for the most recent four-week reporting period.

Sweet'N Low® recorded a 16.9% unit share of the market, more than double of third-ranking Truvia®. Sweet'N Low® also recorded volume sales of more than 86-million ounces, for a 14.9% share of the market by volume, compared to a 9.3% share of the market by volume for its nearest competitor*(Source: SymphonyIRI, latest 52 weeks, ending April 17, 2011). Cargill's Truvia®, however, achieved greater market share in dollars in the last four-week period as reported, due to their premium pricing per unit.

"We're delighted that Sweet'N Low® continues to be strong in unit and volume sales, and we're further pleased to offer consumers the best value among zero-calorie sweetener brands," said Steven Eisenstadt, CEO of Cumberland Packing Corp., the manufacturer of Sweet'N Low®. "Sweet'N Low® is the most reasonably priced sugar substitute brand – which may keep our total dollar sales figures lower, but also keeps our customers' grocery bills lower, and that's a good thing."

Cumberland Packing Corp., which invented the single-serve packet as well as the colored packet identifier with Sweet'N Low®, continues to blaze trails with a newly launched ad campaign, celebrating the iconic pink packet and what it stands for – sweetness. The campaign, consisting of print, digital, outdoor and in-store, centers around bright, lively illustrations with a retro-cool feel that speaks to consumers of all ages on an emotional level. An ad campaign that doesn't rely on taglines or jingles, but rather, conveys a message on a personal level through feelings, is an unusual tact, but sweetly, one that resonates in the marketplace.

* Volume share leadership is measured in ounces.  Note that Sweet'N Low packets contain only 1 gram of product per single serving packet, compared to 3.5 grams per packet for Truvia of equivalent sweetness, meaning that in total packet sales, Sweet'N Low sells 3.5 times more packets than the number three brand.    

Average Price Per Packet – Medium Size

$0.024 – Sweet'N Low 100 ct   

$0.027 – Equal 115 ct                 

$0.045 – Splenda 100 ct             

$0.082 – Truvia 80 ct                 

Source: SymphonyIRI, latest 52 weeks, ending April 17, 2011

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.

SOURCE Cumberland Packing Corp.