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

NEW YORK, NY, Jun 16 (MARKET WIRE) --
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(TM) 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(R) 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
at www.steviaextractintheraw.com.

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

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