Shaken & Stirred - Influential Brand Profiling and Positioning

New £1.5 million marketing programme for Welch’s UK

Two new premium products join Welch’s 100% Pure Purple Grape Juice, available now and rolling out across leading supermarkets throughout May. Presented in new look packaging, Welch’s three new sku’s in the chilled range, create colourful shelf appeal to drive category sales.
Malcolm Parkinson, UK Country Manager commented, “Following extensive research and consumer feedback, the new variants respond directly to consumer demand for pure juice offerings, creating substantial growth opportunity in the in the chilled multi-serve market
Market Moves
While the total juice and juice sector saw negative volume of -4.8% (Source: IRI EPOS Data, Total UK Grocers 52 wk 2/18/12) Welch’s, with 30% share of the grape juice market, saw growth in this area of +9% volume.
“Expansive distribution in key retailers from launch, provides Welch’s new Rosé, White and Purple 100% Pure Grape Juice with a strong sales platform for the summer of celebrations ahead, already in place for the Jubilee. There is a compelling opportunity for retailers to take advantage of the long summer of celebrations and seasonal sales, maximizing trade over this key period with signposting to the new chilled variants in addition to ambient juice drinks”, commented Malcolm Parkinson.
New Marketing Campaign for Welch’s UK
The launch of Welch’s Rosé and White 100% Pure Grape Juice also heralds the launch of an extensive new £1.5 million marketing programme which includes new TV advertising in the Autumn, brand partnerships and extensive trial and sampling campaigns, including a repeat of last year’s success at the BBC Good Food Show in November 2012.

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