Welch’s decision to intensify its presence in the soda market could be a strategic move to broaden its brand reach, particularly because its fruit-based beverages may have an advantage over conventional sodas. For example, Welch’s can utilize ingredients like Concord grapes, known for their potential benefits in enhancing heart health and cognitive function, to promote a healthier soda option. Additionally, the company’s established reputation, strong consumer recognition, and brand image work in its favor. 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, developed a dedicated customer base. However, national distribution was halted in 2011, disappointing many loyal fans. This prompted the creation of a Facebook page titled “Bring Back Welch’s Grape Soda,” advocating for the return of the beloved drink. One enthusiastic supporter even described it as “the best grape soda ever made.” Welch’s Soda made a comeback to national distribution in 2015 when the company resumed control of the previously licensed business. According to its 2015 annual report, the soda segment is now experiencing “significant volume.”
Despite this positive momentum, Welch’s decision to pursue growth in a competitive soda market, which has been struggling to gain traction, is somewhat surprising. Consumers have increasingly turned away from sodas and sugary drinks in favor of healthier options. In fact, 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 soda companies are actively reformulating their products to stimulate growth. For instance, 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 to revamp its products with less sugar and more natural plant-based sweeteners. Furthermore, food and beverage manufacturers are exploring various natural sweeteners, including monk fruit, date paste, and sweet potatoes.
If Welch’s opts to naturally sweeten its sodas with 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 experience double-digit growth over the next five years, we are extremely excited about the future,” Pessolano stated in an interview with The Shelby Report.
Incorporating ingredients like calcium citrate, which has various uses in food and beverages, can also enhance the nutritional profile of Welch’s sodas, making them more appealing to health-conscious consumers. By emphasizing the calcium citrate uses in Hindi and other languages, Welch’s could connect with a broader audience and promote the health benefits of its products. This approach not only aligns with current consumer trends but also positions Welch’s as a forward-thinking brand in the evolving beverage landscape.