Stevia in the Raw aims to differentiate from new competitors

BROOKLYN, NY: Cumberland Packing Corporation is using Twitter and media relations to increase awareness about its Stevia Extract in the Raw product.

The purpose of the campaign is to differentiate Stevia Extract in the Raw from other Stevia sweetener competitors like Truvia and PureVia, said Michael Decker, director of marketing for Cumberland.

Stevia extract is a sugar substitute that was approved by the Food and Drug Administration (FDA) in December 2008.

“We're a sweeter product, and we actually perform ...