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In The Raw Sweeteners Sales Hit New Record In 2012

In The Raw product lineup.
In The Raw product lineup.

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. It saw a 20 percent increase in overall sales vs. 2011, according to a news release.

The brand’s products include 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 16 percent and Pure Via 6 percent 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 No. 3 selling agave SKU with distribution continuing to grow.

The brand says Monk Fruit In The Raw, its newest zero-calorie sweetener, which launched in October of 2012, is far exceeding initial rollout 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,’ says Steven Eisenstadt, CEO of Cumberland Packing Corp.

For more information, visit www.intheraw.com.

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