Welch’s decision to intensify its presence in the soda market may be a clever strategy for expanding its brand reach, especially since its fruit-based beverages could have an advantage over conventional sodas. For instance, 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 solid reputation, strong consumer recognition, and positive brand image work to its advantage. Notably, Welch’s received the 2016 Women’s Choice Award as America’s most recommended grape juice.
Welch’s Grape Soda, first launched in 1974, garnered a devoted customer base. However, national distribution was halted in 2011, disappointing many fans. This led to the creation of a Facebook page, “Bring Back Welch’s Grape Soda,” which advocated for the drink’s return. One enthusiastic fan even labeled it “the best grape soda ever made.” In 2015, Welch’s Soda regained national distribution when the company took control of the previously licensed business. According to its 2015 annual report, the soda division now enjoys “significant volume.”
However, it is somewhat surprising that Welch’s aims to grow in the competitive soda segment, which has been struggling to achieve growth. Consumers have increasingly turned away from sodas and other sugary beverages in favor of healthier options. In 2016, bottled water surpassed carbonated soft drinks to become the largest beverage category by volume in the U.S., as reported by the Beverage Marketing Corporation. Other soda manufacturers are actively reformulating their products to stimulate growth. For example, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to appeal to consumers looking to reduce their sugar intake. Meanwhile, PepsiCo is pursuing a patent for a stevia production process as it revamps many of its products to contain less sugar and more natural plant-based sweeteners.
Food and beverage companies are also investigating various substances, such as monk fruit, date paste, and sweet potatoes, as natural sweeteners. If Welch’s incorporates real fruit juice to naturally sweeten its sodas, it could provide the boost the carbonated soft drink market 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 stated to The Shelby Report.
Additionally, integrating products like bluebonnet calcium citrate magnesium and vitamin D3 liquid into its offerings could enhance Welch’s appeal to health-conscious consumers. By emphasizing the health benefits of its beverages alongside the natural flavors, Welch’s could establish a strong foothold in a rapidly evolving market. The strategic use of ingredients such as bluebonnet calcium citrate magnesium and vitamin D3 liquid might not only attract a wider consumer base but also reinforce its commitment to healthier beverage options.