USA: In The Raw brand enters beverage market

Sweetener maker Cumberland Packing Corp has announced its entry into the ready-to-drink beverage market with the launch of In The Raw soft drinks.

Promotoed as “perfectly sweetened” with a blend of fair trade certified sugar and zero-calorie stevia, the beverages are said to contain half the amount of sugar of leading full-calorie brands and only 70 calories.

Steven Eisenstadt, CEO of Cumberland Packing Corp, commented on the launch: “"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”.

The new product is initially available in four varieties including Tea with Natural Lemon Flavor, Lemonade and Cola and is sold in 4-packs of bottles with a suggested retail price of $6.99.

Source: Cumberland Packing Corp