Retail Merchandiser - March/April 2017 - 12
The goal is to maintain the quality and that emotional connection while giving the consumer
something they want.
fruit have taken the brand deeper
into the snack aisle. "We have fruit
snacks that are wildly successful, and
our freeze-dried fruit is very on-trend,"
"We have companies approaching
us with healthy product ideas and
that's fantastic," Hendricks says.
"The licensees are the experts of their
business and we are the experts of our
The Jel Sert Company
The Jel Sert Company is a family owned business that's been at the forefront of innovation in the food and beverage industry since
1926. Specializing in producing high-value
products, The Jel Sert Company is a proud
licensing partner of Welch's, creating Singles
To Go drink mixes and gelatin dessert mixes
in iconic Welch's flavors.
brand. That makes for a great collaboration. We work closely with each
partner to ensure their vision for the
product matches our vision for the
Although Welch's is considered
one of the big brands in the industry,
Hendricks says the company is actually
a Co-op of more than 1,000 family
farmers and employs a staff of 200+ in
Concord, Mass. "We're a big brand in
a small company. That makes us more
nimble and entrepreneurial than most
others," he says. "In regards to our
juice, we pick and process our grapes
within eight hours making it the freshest juice available," Hendricks explains.
"That's a great story to tell retailers
looking for that 'farm to table', natural
and wholesome product line. It's an
important message to convey through
our partners as well."