SOURCE: Cumberland Packing Corporation

June 16, 2009 11:39 ET

Stevia Extract In The Raw™ Features Pure Stevia Taste and Price Advantage in National Ad Campaign

NEW YORK, NY--(Marketwire - June 16, 2009) - Since entering the skyrocketing zero calorie sweetener market last year, a handful of new 100% natural stevia-sweetened products have been rewarded by sustained growth in sales and consumer interest. Now, as the leading green-packet sweetener brands jockey for position, Stevia Extract In The Raw™ is launching a new multi-million dollar advertising and promotional campaign that helps the brand differentiate itself from the competition.

Aimed at its core audience of active, health conscious women 18-49, this multi-faceted marketing program makes no bones about what Stevia Extract In The Raw delivers -- pure stevia sweetening power at a better price. This message will be central within the new print campaign, national in-store retail promotions, coupons and social media presence.

"This is a high quality, green product that has earned the Good Housekeeping and Sustainable Forestry Initiative seals," explains Michael Decker, Director of Marketing for Cumberland Packing Corporation, maker of both Stevia Extract In The Raw and the widely successful Sugar In The Raw® brands. "We are marketing to savvy consumers that read labels and want the pure, sweet taste derived from the leaves of the stevia plant -- something quite different from our major competitors who blend in other sweeteners such as erythritol and isomaltulose."

The main components of the new Stevia Extract In The Raw campaign include:

--  A national print advertising program that breaks June 22 and runs
    through January 2010. Major magazines such as Real Simple, Self, Us Weekly,
    Star, Body + Soul, Fitness, OK! and Lucky will combine to offer both
    breadth and depth in effectively influencing a national customer base.
--  National in-store shelf and coupon machine programs will be utilized
    to remind customers of the campaign and promote trial between June 22 and
    the end of the year.
--  Sampling efforts include new Stevia In The Raw trial packs --
    containing packets, product information, recipes and a 40-cents off coupon.
    These samplers will be distributed at spas, health clubs, beaches, 5K
    races, food shows, film festivals and other media events around the country
    this summer.
--  Social Media Presence -- Starting on Twitter, daily "tweets" will
    include timely, informative and fun updates about the product, recipes and
    living a healthy lifestyle.  Social media efforts will establish a direct
    line of communication between brand and consumer and a link to the web site

About Cumberland Packing Corp.

Headquartered in Brooklyn, New York, Cumberland Packing Corp. is the producer of Stevia Extract In The Raw 100% natural zero calorie sweetener. Cumberland Packing Corp. also produces Sugar In The Raw natural cane turbinado sugar, which is grown and cut exclusively in Maui, Hawaii.

Contact Information

    Terri Slater
    GBA Health Communications
    (561) 487-7037
    Email Contact