The In The Raw family of sweeteners plans to unveil a rather significant change for the brand this June. The company has stated that it is ready to step into the ready to drink beverage segment with In The Raw soft drinks. Drinks sweetened with responsibly sourced zero calorie stevia and Fair Trade Certified Sugar In The Raw, the beverages will contain only half the amount of sugar that major full-calorie brands possess. The beverages will also contain only 70 calories per bottle of 12 ounces.
The initial launch will include three varieties: In The Raw Lemonade, In The Raw Tea with Natural Lemon Flavor, and In The Raw Cola. Sticking by the principles of the In The Raw brand, the small batch drinks will contain no preservatives or artificial sweeteners. These beverages will be sold in packs of four and at a suggested retail price of US$6.99. The In the Raw products will be available on shelf in natural food and specialty stores as well as online at Amazon.com this month.
According to a 2015 Food and Health Survey by the International Food Information Council Foundation, consumers have displayed awareness by choosing healthier options in their lives. The IFIC, which provides fresh insights into the health and nutrition of Americans, stated that around 76% of the people surveyed have reported cutting down on calories by consuming low or no calorie beverages or drinking water.
Since the launch of Sugar In The Raw in 1970, the In The Raw brand portfolio has grown six fold. Stepping into the ready to drink market from offering table top sweeteners is a rather bold move, according to market analysts. The move is also in response to an overwhelming consumer demand for craft beverages that are naturally sweetened.