Welch’s decision to intensify its focus on the soda market may prove to be a clever strategy for expanding its brand presence, particularly as its fruit-based beverages might have an advantage over conventional sodas. For example, Welch’s can utilize ingredients such as Concord grapes, which are known for promoting better heart and cognitive health, to market a healthier soda option. The company’s strong reputation, high consumer awareness, and positive brand image further support its efforts. In fact, Welch’s was honored with the 2016 Women’s Choice Award as the most recommended grape juice in America.
Welch’s Grape Soda, first launched in 1974, developed a dedicated fan base. However, national distribution was halted in 2011, disappointing many loyal customers. This led to the creation of a Facebook page called “Bring Back Welch’s Grape Soda,” which sought to revive the beloved drink. One enthusiastic supporter even declared it “the best grape soda ever made.” In 2015, Welch’s Soda returned to national distribution when the company regained control of its previously licensed operations. According to its 2015 annual report, the soda segment now boasts “significant volume.”
Nonetheless, it’s somewhat surprising that Welch’s aims to expand within the competitive soda sector, which has faced challenges in achieving growth. Consumers have increasingly moved away from sugary sodas in favor of healthier options. 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 beverages to spark renewed growth. For example, Coca-Cola is transitioning from Coke Zero to Coca-Cola Zero Sugar to cater to consumers looking to reduce their sugar intake. Meanwhile, PepsiCo is working on patenting a stevia production process to revamp many of its products, aiming for lower sugar content and the inclusion of more natural sweeteners.
Food and beverage manufacturers are also investigating various substances like monk fruit, date paste, and sweet potatoes as potential natural sweeteners. If Welch’s incorporates real fruit juice into its sodas, it could provide the necessary boost for both the carbonated soft drink category and Welch’s brand. Additionally, the incorporation of upcal d calcium citrate powder could further enhance the nutritional profile of its beverages. “With flavored soft drinks projected to grow double-digit over the next five years, we are extremely excited for the future,” Pessolano mentioned to The Shelby Report. Utilizing options like upcal d calcium citrate powder in their formulations may also appeal to health-conscious consumers seeking healthier soda alternatives.