Retail Merchandiser - March/April 2017 - 10
Upfront WELCH'S their children on it; there's an affinity there. We are a trusted brand and consumers know the quality will be great." In 1869, Thomas Bramwell Welch was the first to pasteurize bottled fruit juice using Concord grapes, founding the company and the modern, unfermented juice version we drink today. After debuting at the Chicago World's Fair in 1893, Welch's Grape Juice went on to become the national family favorite it remains today. Expanded Portfolio Nature's Touch Frozen Foods Nature's Touch Frozen Foods has been a proud Welch's licensee since 2010 with over 20 different frozen fruit SKUs and blends. Over the years, we have had an amazing experience building on this great relationship! Behind the Welch's brand stand real people who really care about the products we provide. They are a great support to our success, both very attentive to what we do, while trusting us to take on leads and initiatives. Our partnership has allowed us to do what we do best, sell frozen fruit! As the Welch's brand is a family favorite and very much widely loved, we know when we label our bags with the Welch's logo it's a true seal of trust and credibility! 10 RETAIL-MERCHANDISER.COM Over the past few years, Welch's has been extending its licensed portfolio into other products - ones that have a logical relationship to the brand - through selective licensing partnerships. "There is so much that goes into working at a company like this," Hendricks says. "The goal is to maintain the quality and that emotional connection while giving the consumer something they want in every product. That's why we go after the best licensees in the business." Welch's dedicated staff continues to pursue opportunities to expand beyond its walls and vineyards by identifying categories that promote fruit, health and taste. "We have brought on quite a few more licensing partners to identify the white space in retail," Hendricks says. "We are a manufacturer of juice, jelly, jam and spreads, but where are we not found in the grocery store? That's my white space." The company's goal has been to develop new partnerships where it can bring its heritage and ingredients to products. Fruit-forward products are Welch's sweet spot. "We are careful March/April 2017 where we go and in understanding the depth of each partner," Hendricks explains. "When the initial product line shows success we look deeper into each partners' capabilities and work closely to expand their offering of Welch's products. It's the communication and support we give our partners that sets us apart. We are here to help them grow their business and not stand in the way - just be a guiding force." Welch's now features in-store bakery items, including muffins, donuts and cookies. Oat bar baking mixes are on shelves today and Hendricks says they are doing quite well. K-Cups of fruit cider will be launching in summer 2017. "Making the product fruit-forward, is what differentiates us. With the help of our partners, we can bring grape flavor, taste and the ingredient to be more relevant everyday. We always remember the grape farmers and their crop." An interesting extension is grape seed cooking oil which recently hit the baking or cooking aisle in grocery stores, opening up the possibility for fruity, savory toppings, glazes and more cooking items. "This will help people look at Welch's as a cooking item and know the product is top quality," Hendricks says. "You want to trust the brand you are cooking with - and Welch's delivers that trust." Welch's has also debuted three flavors of gelatin, as well as powdered drink mixes. Trail mix, dried fruit and freeze- Kisko Consumers trust and value the Welch's name and now they can get Welch's great tasting quality in freezer bars. These products offer consumers the choice of premium 100% juice ice bars or the new exciting flavors available in the giant 5.5 ounce tubes. These items generate increased sales and incremental profits for your freezer bar category. It is not too late to get these items for the 2017 season. Call Kisko at 905-652-2363 or email larry@ kiskofreezies.com.