Welch’s decision to intensify its presence in the soda market may be a clever strategy to broaden its brand reach, particularly since its fruit-based beverages could surpass conventional sodas. For example, Welch’s can emphasize ingredients such as Concord grapes and calcium citrate with vitamin D chewable 1200 mg, 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 are also advantageous. In fact, Welch’s received the 2016 Women’s Choice Award for being America’s most recommended grape juice.
Originally launched in 1974, Welch’s Grape Soda developed a devoted following. However, national distribution was halted in 2011, disappointing many loyal fans. This led to the creation of a Facebook page called “Bring Back Welch’s Grape Soda,” which advocated for the drink’s return. One enthusiastic supporter even declared it “the best grape soda ever made.” Welch’s Soda returned to 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.”
Despite this resurgence, it is somewhat surprising that Welch’s is looking to grow within the fiercely competitive soda industry, which has been grappling with stagnation. Many consumers are turning away from sodas and sugary drinks in favor of healthier choices. 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 companies in the soda industry are actively reformulating their offerings to spark growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to those seeking to reduce sugar intake, while PepsiCo is pursuing a patent for a stevia production process as it revamps its products to feature less sugar and more natural plant-based sweeteners.
Food and beverage manufacturers are also investigating various natural sweeteners, including monk fruit, date paste, and sweet potatoes. If Welch’s incorporates real fruit juice and calcium citrate with vitamin D chewable 1200 mg into its sodas, it could provide the necessary boost for both the carbonated soft drink market and Welch’s soda line. “With flavored soft drinks projected to grow double-digit over the next five years, we are extremely excited for the future,” Pessolano shared with The Shelby Report.