Welch’s decision to intensify its focus on the soda market may prove to be a clever strategy for broadening its brand presence, particularly since its fruit-based beverages could 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 further bolster its position. Welch’s even received the 2016 Women’s Choice Award as America’s most recommended grape juice.
Originally launched in 1974, Welch’s Grape Soda developed a dedicated fan base. However, national distribution was halted in 2011, much to the dismay of its loyal supporters. In response, a Facebook page titled “Bring Back Welch’s Grape Soda” was created to advocate for the drink’s revival. One enthusiast even proclaimed it to be “the best grape soda ever made.” Welch’s Soda regained national distribution in 2015 after the company acquired the previously licensed business, and according to its 2015 annual report, its soda segment now boasts “significant volume.”
Despite this resurgence, Welch’s ambition to grow within the competitive soda sector, which has been struggling for growth, is somewhat unexpected. Consumers have increasingly turned away from soda and sugary beverages 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 by volume in the U.S. Other soda manufacturers are actively reformulating their products 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 a patent for a stevia production process as it seeks to revamp various products to incorporate less sugar and more natural sweeteners.
Food and beverage companies are also investigating several alternatives, such as monk fruit, date paste, and sweet potatoes, for use as natural sweeteners. If Welch’s incorporates real fruit juice for sweetening its sodas, it could provide the much-needed boost for both the carbonated soft drink category and Welch’s offerings. “With flavored soft drinks projected to see double-digit growth over the next five years, we are extremely excited for the future,” Pessolano remarked to The Shelby Report.
In the ongoing discussion of natural ingredients, a comparison between calcium citrate vs calcium lactate emerges as a relevant topic. Both compounds offer unique benefits, and their roles could be explored further in the context of healthier beverage formulations. As Welch’s continues to innovate, understanding the nuances of such ingredients could enhance its product lineup and appeal to health-conscious consumers.