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CONCORD, Mass. — As a household brand for more than a century, Welch’s is currently amid a transformative journey, moving beyond its traditional grape-centric image to cater to the changing tastes of today’s consumers.
Welch’s has unveiled a redesigned logo and packaging for the first time in a decade. The new design features a dynamic, fruit-focused look, reflecting the brand’s expanded flavor portfolio and commitment to diversity beyond its traditional grape-based offerings. The brand has launched an innovative new campaign, “Let’s Fruit Stuff Up.” This rebranding marks a strategic shift, aiming to highlight Welch’s as more than just a grape juice provider.
“Welch’s is excited to attract consumers with a fresh take on its rich history and diverse product offerings. This rebranding journey is not just about changing perceptions but also aligning with the modern consumer’s desires,” said a company spokesperson.
Welch’s is set to make a splash in the ready-to-drink alcohol market. The brand will introduce many exciting options, including Welch’s Concord Grape Vodka Transfusion and Passionfruit Mojito, in collaboration with Coop Ale Works. This move is a strategic effort to capitalize on popular drinking trends while leveraging Welch’s iconic flavor profiles.
“Welch’s is not just refreshing its existing range; it is expanding into new product categories. This includes launching products like Grapeade, which target the growing market for lighter, refreshing beverages with reduced sugar content,” the company spokesperson added.
In response to evolving consumer preferences, Welch’s has also significantly increased its media spend and is focusing on a broader spectrum of products. This includes a diverse range of fruit flavors and health-conscious options, like low- and no-sugar variants, aligning with today’s consumer demands for healthier and more varied choices.
