Welch’s decision to intensify its presence in the soda market could prove to be a clever strategy for broadening its brand reach, particularly as its fruit-based beverages may have an advantage over conventional sodas. For example, Welch’s can utilize ingredients such as Concord grapes, known for their benefits to heart health and cognitive function, to promote a healthier alternative in the soda category. Additionally, the company benefits from a strong reputation, high consumer awareness, and a positive brand image. Notably, Welch’s received the 2016 Women’s Choice Award as America’s most recommended grape juice.
Welch’s Grape Soda, which was first launched in 1974, has garnered a loyal fan base over the years. However, national distribution was halted in 2011, disappointing many enthusiasts. In response, a Facebook page titled “Bring Back Welch’s Grape Soda” was created, advocating for the drink’s return, with one admirer even calling 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 segment now shows “significant volume.”
Despite this resurgence, Welch’s ambition to grow within the competitive soda sector, which has struggled to achieve growth, is somewhat unexpected. Consumers have increasingly turned away from sodas and sugary beverages in favor of healthier options. In fact, 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 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 aiming to reduce their sugar intake. Meanwhile, PepsiCo is pursuing a patent for a stevia production process as it seeks to reduce sugar content and incorporate more natural sweeteners into its offerings.
Food and beverage manufacturers are also exploring a variety of natural sweeteners, including monk fruit, date paste, and sweet potatoes. If Welch’s chooses to naturally sweeten its sodas with real fruit juice, this could provide a significant boost for both the carbonated soft drink category and Welch’s own soda line. Pessolano expressed optimism about the future, stating, “With flavored soft drinks projected to grow double-digit over the next five years, we are extremely excited.”
Incorporating ingredients like rugby calcium citrate 950 mg could further enhance their health appeal, aligning with current consumer trends towards healthier beverage choices. The potential integration of rugby calcium citrate 950 mg into Welch’s sodas could provide an additional selling point, as it may attract health-conscious consumers looking for beverages that not only taste good but also offer nutritional benefits.