Welch’s launch new purple grape and raspberry blend.
Welch’s, maker of Welch’s Purple Grape Juice looks set to attract new consumers into the brand by adding a third variant – 100% Purple Grape and Raspberry - to its range of chilled juices.
Purple Grape & Raspberry has launched in Tesco and Waitrose and will be supported by a £200,000 poster advertising campaign through November.
Welch’s Purple Grape Juice is currently one of very few juice brands in positive growth within the declining juice category. Currently celebrating year on year growth of 10%, Welch’s has jumped from 9th position to 5th position with chilled on the list of best selling brands.
Recent consumer research shows that Welch’s Purple Grape Juice is the number one juice which shoppers associate with antioxidants and Welch’s aim to build on these strong health credentials. Welch’s Country Manager, Mitch Levene explains: “The thinking is that the unique taste of the new raspberry blend will turn additional consumers onto Welch’s. We have a hugely loyal core consumer base for our purple grape juice but we anticipate the softer, lighter, fruity flavour of the new raspberry blend will appeal to an even wider audience. The raspberry blend carries the same polyphenol antioxidant properties which have been key to the growing success of purple grape juice.
With this new launch we’re sticking to our brand proposition of delivering unique flavour with strong wellbeing credentials. “With the addition of Purple Grape and Raspberry to the Welch’s portfolio we’re confident that sales will continue to grow. Based on consumer feedback, we hope to increase the range further in 2011 and we’re really excited to be expanding the Welch’s family in the UK,” said Levene.
Welch’s new Purple Grape & Raspberry Juice is available from Tesco and Waitrose with an RSP £2.29.
