Mar 14, 2012 | Press Releases

Brooklyn, NY (March 14, 2012) ---Stevia In The Raw®, the all-natural, zero calorie sweetener, made by Cumberland Packing Corp., continues to grow in popularity with consumers, showing a dramatic surge from 2010—2011, with a 57% increase in overall U.S. sales, placing it firmly as the second best-selling stevia brand on the market.

In 2011, Stevia In The Raw was up 48% in units sold. In addition, of the top-five nationally branded sugar substitutes, Stevia In The Raw had the fastest growing volume sales with a 77% increase for the year. (IRI Data, Latest 52 Weeks Ending Dec 25, 2011)

Stevia In The Raw’s growth in market share was led by its Bakers Bag, which saw an astounding 122% increase in sales in 2011 over the previous year. With the understanding that a growing number of consumers are searching for natural ways to reduce sugar and calories in their foods, not just their drinks, the Bakers Bag responds as the only stevia brand on the market that measures cup for cup like sugar and is best suited  for cooking and baking.

“We’re thrilled that Stevia In The Raw is the choice brand for so many consumers who are looking for an all-natural, zero-calorie sweetener,” said Steven Eisenstadt, CEO of Cumberland Packing Corp. “More than ever, people are looking for products that are health-conscious, versatile and easy to use. We’re happy to provide this as well as an everyday lower price versus its primary competitor, delivering more sweetness, dollar for dollar.”

Cumberland’s In The Raw® products, which includes Sugar In The Raw® and the newest member, organic Agave In The Raw®, is commanding a presence in the market, answering the growing demand for natural, better for you ingredients. The strategy for the brand 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 Stevia In The Raw®

Stevia In The Raw® is a 100% natural zero calorie sweetener.  Its sweetness is derived from an extract from the Stevia leaf. Stevia In The Raw is packed by Cumberland Packing Corp., which produces Sugar In The Raw natural cane turbinado sugar and Agave In The Raw®, a 100% organic agave nectar harvested from the Mexican blue agave plant.  For more information and recipes, visit

About Cumberland Packing Corp.

Headquartered in Brooklyn, New York, Cumberland Packing Corp. is a family owned and operated business, 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 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 have versatility, naturally.


Media Contact

Kristen Kurtz
Kellen Communications
T: 917.561.2406


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