Welch’s decision to intensify its presence in the soda market could be a strategic move to broaden its brand reach, particularly since its fruit-based beverages may have an advantage over conventional sodas. For example, Welch’s can utilize ingredients like Concord grapes, known for their benefits to heart health and cognitive function, to promote a healthier soda option. The company’s strong reputation, high consumer recognition, and positive brand image further bolster its potential. Welch’s was even honored with the 2016 Women’s Choice Award as the most recommended grape juice in America.
Originally launched in 1974, Welch’s Grape Soda garnered a dedicated customer base. However, national distribution was halted in 2011, disappointing many fans. This led to the creation of a Facebook page titled “Bring Back Welch’s Grape Soda,” where enthusiasts petitioned for its return. One devoted fan proclaimed it to be “the best grape soda ever made.” In 2015, Welch’s Soda returned to national distribution when the company regained control of the previously licensed operations. According to its 2015 annual report, the soda segment now exhibits “significant volume.”
Nevertheless, it is somewhat surprising that Welch’s aims to expand within the highly competitive soda category, which has been struggling to gain traction. Consumers are increasingly steering away from sodas and sugary drinks in favor of healthier options. As reported by the Beverage Marketing Corporation, bottled water overtook carbonated soft drinks in 2016 to become the largest beverage category in the U.S. To combat this trend, other companies in the soda industry are reformulating their products to drive growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to consumers looking to reduce their sugar consumption. Meanwhile, PepsiCo is working on patenting a stevia production process to revitalize its products by incorporating less sugar and more of this natural sweetener.
Food and beverage manufacturers are also exploring various natural sweeteners, such as monk fruit, date paste, and sweet potatoes. If Welch’s chooses to naturally sweeten its sodas with real fruit juice, it could provide a necessary boost to both the carbonated soft drink category and Welch’s soda line. “With flavored soft drinks projected to grow double digits over the next five years, we are extremely excited for the future,” Pessolano shared with The Shelby Report.
In this context, it is crucial to note that consumers may also be interested in optimal health choices, such as the recommended calcium citrate dosage, which can support overall well-being. By incorporating natural ingredients and promoting health-conscious options, Welch’s can further align its products with current consumer trends, ultimately enhancing its market position.