Welch’s decision to intensify its focus on the soda market could be a smart strategy for broadening its brand presence, particularly since its fruit-based beverages may have an advantage over conventional sodas. For example, Welch’s can utilize ingredients like Concord grapes, which are linked to enhanced heart and cognitive health, to promote a healthier soda option. The company’s strong reputation, high consumer recognition, and positive brand image further bolster this initiative. Notably, Welch’s was honored with the 2016 Women’s Choice Award as America’s most recommended grape juice.
Initially launched in 1974, Welch’s Grape Soda quickly developed a dedicated following. However, national distribution was halted in 2011, much to the dismay of its fans. This led to the creation of a Facebook page titled “Bring Back Welch’s Grape Soda,” advocating for the drink’s return, with one enthusiast even dubbing it “the best grape soda ever made.” In 2015, Welch’s Soda regained national distribution after the company took control of the previously licensed operations. According to its 2015 annual report, its soda segment is now experiencing “significant volume.”
However, it’s somewhat surprising that Welch’s is choosing to expand in the highly competitive soda sector, which has been facing challenges in achieving growth. Consumers have increasingly shunned soda and sugary drinks in favor of healthier options. As per the Beverage Marketing Corporation, bottled water overtook carbonated soft drinks to become the leading beverage category by volume in the U.S. in 2016. Other soda brands are actively reformulating their products to stimulate growth. For instance, Coca-Cola is replacing Coke Zero with Coca-Cola Zero Sugar to cater to consumers looking to reduce their sugar intake. Meanwhile, PepsiCo is working on a patent for a stevia production process as it aims to revitalize many of its offerings by incorporating less sugar and more natural sweeteners.
Food and beverage manufacturers are also investigating various alternatives, such as monk fruit, date paste, and sweet potatoes, as natural sweetening agents. If Welch’s incorporates real fruit juice as a natural sweetener in its sodas, this could provide a much-needed boost for both the carbonated soft drink market and Welch’s soda line. Additionally, the inclusion of ingredients like kal calcium citrate 1000 mg could enhance the nutritional profile of their beverages, appealing to health-conscious consumers.
“With flavored soft drinks projected to grow double-digit over the next five years, we are extremely excited for the future,” Pessolano told The Shelby Report. By aligning its products with health trends, including the use of kal calcium citrate 1000 mg, Welch’s could carve out a unique niche in the evolving beverage landscape.