Reinventing Welch's

The popular juice product maker undertakes a new branding campaign to promote its health benefits, and revamps its systems to be more lean in a growing competitive market.

BY: admin | Thu Jul 10, 2008

By David Weldon

Welch's has been a household name for generations, so one would expect the company to be living the good life when it comes to consumer sales. But these are challenging times for the natural juice industry, as flavored teas and energy drinks take a sizeable bite out of the market, and consumers look for reduced sugar products. Welch's find itself in an especially challenging situation, since its signature ingredient