Welch’s decision to intensify its focus on the soda market could prove to be a clever strategy for broadening its brand presence, particularly as its fruit-based beverages might have an edge over conventional sodas. For example, Welch’s could utilize ingredients like Concord grapes, known for their benefits to heart and cognitive health, to promote a healthier soda alternative. The company’s established reputation, strong consumer recognition, and brand image also work to its advantage. Notably, Welch’s received the 2016 Women’s Choice Award as America’s most recommended grape juice.
Welch’s Grape Soda, first launched in 1974, developed a dedicated customer base. Unfortunately, national distribution was halted in 2011, much to the dismay of its fans. In response, a Facebook page titled “Bring Back Welch’s Grape Soda” was created to advocate for its return. One enthusiastic supporter even deemed it “the best grape soda ever made.” Welch’s Soda saw a revival in national distribution in 2015 when the company regained control of the previously licensed business. According to its 2015 annual report, the soda division now enjoys “significant volume.”
Nevertheless, it is somewhat surprising that Welch’s is looking to grow within the competitive soda sector, which has been facing challenges in achieving growth. Consumers have increasingly turned away from soda and sugary drinks in favor of healthier options. In fact, in 2016, bottled water overtook carbonated soft drinks to become the largest beverage category by volume in the U.S., as reported by the Beverage Marketing Corporation. Other soda companies are actively reformulating their products in an effort to stimulate growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to consumers aiming to reduce their sugar intake. Meanwhile, PepsiCo is working on patenting a stevia production process as part of its initiative to revamp various products to contain less sugar and incorporate more natural plant-based sweeteners. Food and beverage manufacturers are also investigating a range of alternatives, including monk fruit, date paste, and sweet potatoes, as potential natural sweeteners.
If Welch’s were to naturally sweeten its sodas with real fruit juice, it could provide the boost that both the carbonated soft drink category and Welch’s soda need. “With flavored soft drinks projected to grow in double digits over the next five years, we are extremely excited for the future,” Pessolano stated in an interview with The Shelby Report.
Incorporating a calcium citrate malate tablet into their offerings could further enhance the health appeal of Welch’s sodas, making them even more attractive to health-conscious consumers. By emphasizing the health benefits associated with their beverages and possibly including calcium citrate malate tablets, Welch’s could effectively tap into the growing demand for healthier drink options.