Welch’s decision to intensify its presence in the soda market could be a clever strategy to broaden its brand reach, especially given that its fruit-based beverages may have an advantage over conventional sodas. For example, Welch’s could utilize ingredients like Concord grapes, known for their potential benefits in heart and cognitive health, to promote a healthier soda option. The company’s strong reputation, high consumer recognition, and positive brand image also work to its benefit. Notably, Welch’s was awarded the 2016 Women’s Choice Award as America’s most recommended grape juice.
Since its debut in 1974, Welch’s Grape Soda has cultivated a dedicated customer base. Unfortunately, national distribution ceased in 2011, disappointing many loyal fans. This led to the creation of a Facebook page titled “Bring Back Welch’s Grape Soda,” which called for the revival of the drink. One enthusiastic supporter even referred to it as “the best grape soda ever made.” In 2015, Welch’s Soda made a comeback in national distribution when the company took control of the previously licensed brand. According to its 2015 annual report, the soda segment has now achieved “significant volume.”
However, it is somewhat surprising that Welch’s is pursuing expansion in the competitive soda market, especially as it has been struggling to grow. Consumers have increasingly turned away from sugary sodas 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 companies in the soda industry are actively reformulating their products to spur growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to consumers looking to reduce sugar intake. Similarly, PepsiCo is working on patenting a stevia production process as it aims to revamp many of its drinks to contain less sugar and incorporate more naturally derived sweeteners.
Food and beverage manufacturers are also investigating various natural sweetening options, such as monk fruit, date paste, and sweet potatoes. If Welch’s opts to sweeten its sodas with real fruit juice, it could provide the necessary boost for both the carbonated soft drink sector and Welch’s own 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 an interview with The Shelby Report.
As consumers continue to prioritize health, it’s essential for brands like Welch’s to consider how their products align with modern dietary preferences. For those interested in health supplements, understanding how to take calcium citrate tablets can further enhance one’s nutritional regimen alongside enjoying a refreshing beverage like Welch’s soda. By integrating real fruit juice and keeping up with health trends, Welch’s can appeal to consumers looking for better options without sacrificing taste.