The initial launch includes three varieties: In The Raw™ Tea with Natural Lemon Flavor, In The Raw™ Lemonade and In The Raw® Cola. Staying true to the In The Raw brand ethos, these small batch drinks contain no artificial sweeteners or preservatives. The In The Raw beverages will be sold in 4-packs, with a suggested retail price of $6.99. Products will be available on shelf in specialty and natural food stores and online at Amazon.com in June.
According to the International Food Information Council (IFIC) Foundation's 2015 Food and Health Survey, which offers new insights into Americans' health and nutrition, consumers showed efforts to choose more healthful options in their lives with 76% reporting cutting calories by drinking water, or low- and no-calorie beverages.
The In The Raw brand portfolio has grown six-fold since the introduction of Sugar In The Raw in 1970. Offering table top sweeteners until now, forging into the ready-to-drink market is a bold, but fitting, move and is in response to consumers' overwhelming demand for craft beverages sweetened with natural cane sugar.
"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. We are committed to helping bring out the craft experience by providing the best ingredients and products available, so beverages were a natural next step," said Steven Eisenstadt, CEO of Cumberland Packing Corp.