Welch’s decision to intensify its presence in the soda market may be a strategic way to enhance its brand visibility, particularly since its fruit-based beverages could offer an advantage over conventional sodas. For example, Welch’s can utilize ingredients such as Concord grapes, known for their benefits to heart and brain health, to market a healthier soda option. The company’s strong reputation, high consumer awareness, and positive brand image further support its endeavor. Notably, Welch’s was honored with the 2016 Women’s Choice Award as America’s most recommended grape juice.
Welch’s Grape Soda, which was first launched in 1974, garnered a dedicated fan base. However, national distribution was halted in 2011, much to the dismay of its enthusiasts. This led to the creation of a Facebook page—Bring Back Welch’s Grape Soda—calling for the drink’s revival. One ardent supporter even described it as “the best grape soda ever made.” In 2015, Welch’s Soda made a comeback in national distribution after the company regained control of the previously licensed operation. According to its 2015 annual report, the soda segment now boasts “significant volume.”
Despite this, Welch’s ambition to expand in the highly competitive soda sector, which has been struggling to achieve growth, is somewhat unexpected. Consumers have increasingly shunned sodas and other sugary beverages in favor of healthier choices. In 2016, bottled water surpassed carbonated soft drinks to become the largest beverage category by volume in the United States, as reported by the Beverage Marketing Corporation. Other companies in the soda industry are actively reformulating their offerings to stimulate growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to customers looking to reduce their sugar intake. Similarly, PepsiCo is pursuing a patent for a stevia production process as it aims to revitalize its products with lower sugar content 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 opts to naturally sweeten its sodas using real fruit juice, it could provide the boost that both the carbonated soft drink category and Welch’s soda require. “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.
Additionally, the integration of calcium ccm tablets into its beverage offerings could further enhance Welch’s product appeal. By incorporating these tablets, Welch’s could promote the added health benefits of calcium, attracting health-conscious consumers. This strategy could not only differentiate Welch’s sodas from traditional options but also align with current trends favoring functional beverages. With the potential to leverage both fruit juice and calcium ccm tablets, Welch’s could effectively capture a larger share of the evolving beverage market.