International Molasses says quarantine, at-home meals increased sales of CaneRite

September 17, 2020

International Molasses is seeing a connection between the COVID-caused stay-at-home lifestyle and an increase in sales for its CaneRite portfolio of sugar cane molasses.

International Molasses (Saddle Brook, NJ) is seeing a connection between the COVID-caused stay-at-home lifestyle and an increase in sales for its CaneRite portfolio of sugar cane molasses, including liquid molasses sales for a variety of marinades and condiments, as well as more dry molasses sold for domestic-centric foods like bake mixes.

“For obvious reasons, consumers are eating more meals at home, so eating healthy means paying particular attention to the ingredients labels of grocery items,” said Amy Targan, president of International Molasses and its sister company, Malt Products Corp, in a press release. “The sales gains we’re seeing aren’t in the restaurant sector – of course they aren’t considering the pandemic – but rather in direct-to-consumer food products sold at grocery stores.”

The company has seen enough of a sales spike that, according to Targan, a clear conclusion can be drawn. “There’s a housebound health-consciousness trend, a sort of limitation-driven discernment that favors all-natural products,” she said. “Consumers who might otherwise grab a healthy breakfast or lunch – on-the-go health food like smoothies, salads and grain bowls – are instead eating healthier at home.”

The CaneRite portfolio of sugar cane molasses combines a wide-ranging, light-to-dark flavor profile with label-friendly claims, eliminating the need for high-fructose corn syrup and other unfavorable sweeteners. Molasses also is rich in antioxidants and is available in non-GMO certified and organic varieties. Molasses is also a natural colorant, humectant, and shelf-life extender.