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 percent in overall sales versus 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 percent, while Truvia grew only 16 percent and Pure Via just 6 percent for 2012 versus 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 number-three selling agave SKU with distribution continuing to grow.
"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.