Welch’s decision to intensify its presence in the soda market could be a clever strategy to broaden its brand reach, particularly as its fruit-based beverages might have an advantage over conventional sodas. For example, Welch’s 7 iron level can utilize ingredients such as Concord grapes, known for their potential benefits to heart and cognitive health, to promote a healthier soda option. Moreover, the company’s strong reputation, high consumer recognition, and positive brand image work to its advantage. Notably, Welch’s earned the 2016 Women’s Choice Award as the most recommended grape juice in America.
Originally launched in 1974, Welch’s Grape Soda developed a dedicated fanbase. However, national distribution was halted in 2011, disappointing many loyal customers. In response, a Facebook campaign called Bring Back Welch’s Grape Soda was created to advocate for its return, with one enthusiast even labeling it “the best grape soda ever made.” Welch’s Soda resumed national distribution in 2015 when the company regained control of the previously licensed operation. According to its 2015 annual report, the soda segment now boasts “significant volume.”
That said, Welch’s ambition to expand in a competitive soda landscape, which has been struggling to find growth, is somewhat unexpected. Consumers have increasingly turned away from soda and sugary drinks in favor of healthier options. In fact, by 2016, bottled water surpassed carbonated soft drinks to become the largest beverage category by volume in the U.S., as reported by the Beverage Marketing Corporation. Other brands in the soda industry are actively 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 intake, while PepsiCo is pursuing a patent for a stevia production method in order to revamp many of its offerings with less sugar and more natural sweeteners.
In addition, food and beverage producers are exploring various substances like monk fruit, date paste, and sweet potatoes as natural sweeteners. If Welch’s opts to naturally sweeten its sodas using real fruit juice, it could provide a much-needed boost for the carbonated soft drink market and for Welch’s soda line. “With flavored soft drinks projected to grow in double digits over the next five years, we are extremely excited for the future,” Pessolano shared with The Shelby Report.
In this evolving market, incorporating ingredients that resonate with health-conscious consumers can be vital. For example, solaray calcium magnesium vitamin d, known for its health benefits, could be an appealing addition to their beverage lineup. By emphasizing the natural and health-oriented aspects of its products, Welch’s can not only cater to the current consumer trends but also revitalize its brand in a challenging soda landscape.