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Sweet 'N Low, Sibling Brands Move to Mother

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Cumberland Packing Corp. has named Mother in New York lead agency for Sweet 'N Low and all other brands marketed by the company.

The assignment also includes Sugar In The Raw, Stevia Extract In The Raw,
NatraTaste, Butter Buds and Nu-Salt.

The appointment was made following a review managed by Aquent Consulting in New York.

"Mother has shown themselves to be capable of strategic and creative thinking that will elevate our brands in the eyes of both loyal customers and new prospects," said Steven Eisenstadt, evp, principal of Cumberland, in a statement. "They are an agency known for their innovative approach to reaching consumers."

The client's 2010 marketing budget across all brands is about $6 million, according to the initial request for information distributed to more than 20 agencies.

Cumberland's longtime lead shop, independent Pedone in New York, did not participate in the review.