Natural sweetener brand In The Raw will this month unveil its first offering for the ready-to-drink beverage market by launching three classic drinks flavours.
New In The Raw cola, lemonade and tea with natural lemon flavour are sweetened with responsibly sourced, Fairtrade-certified sugar and zero-calorie stevia. The reduced-calorie beverages contain half the amount of sugar as leading full-calorie brands, with just 70 calories in each 12oz bottle. They will be available in packs of four from speciality and natural food retailers across the US, with a recommended retail price of $6.99.
In line with In The Raw’s wider portfolio of products, the beverages will contain no artificial sweeteners or preservatives. The New York-based company currently produces a range of sugar, stevia, agave and monkfruit In The Raw. It described the move into the ready-to-drink market as “a bold, but fitting, move… in response to consumers’ overwhelming demand for craft beverages sweetened with natural cane sugar”.
Steven Eisenstadt, CEO of Cumberland Packaging Corporation, which operates a number of sweetener brands alongside In The Raw, said: “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.”
© FoodBev Media Ltd 2024