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Juicemakers Becomes Welch's Newest And Most Innovative Juice Product
Just Pop, Pour and Add Water
CONCORD, Mass.(June 1996) - For those who gotta have juice -- and lots of it no matter where they are -- Welch's is introducing Welch's JuiceMakers Pourable Concentrate, an innovative and revolutionary step forward in juice products.
Unlike frozen juice concentrates, Welch's JuiceMakers are packaged in shelf-stable 11.5-ounce cans, allowing for greater portability, storage and convenience. The cans' easy-open pop-tops are 30-percent larger than soda can tops for easy, no-mess pouring and preparation. When the concentrate is mixed with three cans of water, JuiceMakers make 46 ounces of juice. For the weight of one 64-ounce bottle, a person can carry five cans of JuiceMakers, the equivalent of 230 ounces of juice.
JuiceMakers come in six different flavors: Concord Grape Juice Cocktail, 100% Apple Juice, Cranberry Apple Juice Cocktail, Tropical Orange Passion Juice Cocktail, Wild Berry Juice Cocktail and Pineapple Orange Juice Cocktail. Each can of JuiceMakers costs between $1.39 and $1.49, depending on the market.
Welch's test-marketed JuiceMakers for one year in approximately 35% of the United States, with heavy emphasis on the midwestern states. The success of the product in these markets led Welch's to begin shipping to supermarkets nationally on May 29, 1996.
Will Welch's JuiceMakers revolutionize the way juice products are packaged? Dwight Griesman, senior product manager for New Products at Welch's, believes they will. "This is the new and ideal way to keep juice and juice cocktails on hand," says Griesman. "Our consumer research indicates that heavy users of bottled juices are very receptive to new and alternative package types that allow for enhanced convenience, quality and value."
Welch's JuiceMakers are displayed in unique, horizontal dispensing racks in stores' bottled juice sections. Bold and colorful, these racks distinguish the concentrate from ready-to-drink products. Each rack holds 1.5 cases of each of six flavors in a small amount of space on store shelves and offers easy gravity feed and automatic stock rotation in its design.
"This is more than just a new product introduction," say Griesman. "It is a new product, a new package and a new merchandising system."
Marketing support on Welch's JuiceMakers begins with a special coupon insert in newspapers on Sunday, August 18. Travis Tedford, whose commercials have contributed to significant gains in Welch's purple and white grape juices, is lending his persuasive ways in a television commercial titled "Gotta Have Juice," showing everyone just how easy JuiceMakers are to use.
Welch's, located in Concord, Massachusetts, is a leading manufacturer of fruit juices, frozen and shelf-stable concentrated juices, and a variety of jams and jellies sold under both the Welch's and BAMA brand names.