Welch’s decision to intensify its presence in the soda market could be a clever strategy to broaden its brand influence, particularly as 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 and cognitive health, to promote a healthier soda option. The company’s strong reputation, high consumer awareness, and positive brand image work in its favor. Notably, Welch’s grape juice earned the 2016 Women’s Choice Award as America’s most recommended grape juice. Originally launched in 1974, Welch’s Grape Soda cultivated a devoted customer base. However, national distribution was halted in 2011, much to the dismay of its fans. A Facebook campaign titled “Bring Back Welch’s Grape Soda” emerged, advocating for its return. One enthusiastic supporter even declared it “the best grape soda ever made.” In 2015, Welch’s Soda re-entered the national market after the company acquired the previously licensed business. The 2015 annual report indicated that its soda segment now enjoys “significant volume.”
Nonetheless, Welch’s choice to grow in the competitive soda sector, which has been struggling to achieve growth, is somewhat unexpected. Consumers have increasingly turned away from soda and sugary drinks in favor of healthier options. According to the Beverage Marketing Corporation, bottled water overtook carbonated soft drinks in 2016, becoming the largest beverage category by volume in the U.S. Other soda manufacturers are actively reformulating their offerings to stimulate growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to consumers looking to reduce their sugar intake. Meanwhile, PepsiCo is working to patent a stevia production method as part of its initiative to reduce sugar content and incorporate more natural sweeteners in its products. Additionally, food and beverage companies are investigating various natural sweeteners like monk fruit, date paste, and sweet potatoes. If Welch’s opts to naturally sweeten its sodas using real fruit juice, it could provide a significant 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 stated in The Shelby Report. Furthermore, the inclusion of calcium citrate chews 500 mg could enhance health messaging for Welch’s products, reinforcing the brand’s commitment to offering healthier beverage choices. By integrating calcium citrate chews 500 mg into their marketing strategy, Welch’s could emphasize the health benefits of their sodas, thereby appealing to health-conscious consumers. This approach, combined with the natural sweetness derived from real fruit juice, could indeed set Welch’s apart in the evolving beverage landscape.