According to Crain's Business Journal, the company behind the sweetener Sugar In The Raw, Cumberland Packing Corporation, is going to produce soft drinks with the "In The Raw" label. The article features an image of one of the beverage four-packs, which maintains the same white and brown colors for the logo even though it is displayed against a light green background with a detailed image resembling the texture of a woven bag.
In The Raw is known for its associations with "purer" sugar, and its new beverage line coincides with a recent motion from the San Francisco Board of Supervisors to add health warnings to ads for sweetened drinks. If it is approved in a second supervisor vote and passed by the city mayor, this could be the first action of its kind.
Seen in this light, soda advertising and packaging may benefit from being more obviously transparent and honest. The Journal quotes Joe Pawlak of the consulting firm Technomic Inc. on the possible impacts of this new drink on this industry.
"The beverage business is highly competitive," he said. "It will be a challenge to establish consumer brand awareness with this new product line without significant marketing muscle and promotional ad dollars." However, he adds that "if Cumberland starts to enjoy some success, you can rest assured the big players will develop measures to get in the game."
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