Global Products Success Stories

Welch’s Expands its Welchito Line
Welch’s originally launched Welchito in 1978. It was designed to meet the Puerto Rican consumer’s need for an economical juice drink alternative with the long trusted flavor and quality of the Welch's brand.

In Spanish the “Welchito” name is cute and appealing, giving a whimsical sound to the well-known Welch’s overbrand. This “little Welch’s” is positioned for children with its smaller size being just right for little hands.

Twenty-five years later, there are new additions to the Welchito family. Consumers in the Caribbean and Latin America can now enjoy Welchito in five exotic flavors available in two packaging formats, 7.5oz cans and 200ml aseptic. The re-launch also brings vibrant, eye-catching colors to the Welchito packaging with more vivid fruit illustrations, fun, whimsical fonts, and high-impact graphics, all designed for better shelf presence.

Click on the image to enlarge

Although Welchito is focused toward a younger audience, our consumer research shows that Welchito is enjoyed by a large number of adults. Whether it’s the fact that Welchito’s can fits nicely into a lunch box or that Welchito’s intense grape flavor appeals to adults, the Welchito product attracts a wide spectrum of consumers.

Welch’s is proud of the Welchito's success story built on convenience and great taste with an array of exciting new flavors at an affordable price.

Refrigerated juices go international in Puerto Rico
As the first international market for our refrigerated juices, we were banking on Puerto Rico to showcase our success with this product internationally. And why not. The island has long been a strong market for Welch's, with tremendous brand equity, a strong consumer franchise and long-term successful distribution partners for several product lines.

Click on the image to enlarge	A precedent-setting market for successful product launches, Puerto Rico was, after all, where Welchito was initially launched. The 10% juice grape drink, developed by Welch's R&D staff, has been a tremendous success with children for lunch boxes and snacks. Welchito's popularity spread throughout Latin America and has been adopted in various areas of the US with heavy Hispanic populations.
The Launch: June 2000
	The first task was to find an effective distribution partner, one set up for and experienced in handling a product with a dated shelf life. The answer was Vaquería Trés Monjitas (Three Little Nuns Dairy) - one of Puerto Rico's leading dairies, with sales and merchandising personnel in retail stores two or three times daily managing product placement and rotation.
Click on the image to enlarge	Welch's representatives from sales, marketing and logistics traveled from the US to work with our new partner on how best to coordinate distribution and manage the product. Since the refrigerated juices are manufactured to order, there is extra emphasis on order quantities, package handling, storage and transport.
Click on the image to enlarge	Advertising and promotion relied heavily on sampling and demos to build interest. We visited trade shows, sponsored events such as the Ice Capades, maintained an active presence on television and campaigned hard via print media to close key distribution gaps.
	The launch itself was a gala evening that drew both solid press coverage and trade representation. The festive event served as a celebration as well as a product introduction to the key island market. Local media and trade were motivated and inspired by having strategic members of Welch's senior management team present for the event. The careful preparation and selection of a capable and inspired local partner paid off. Welch's refrigerated juices have had a healthy start in Puerto Rico, reaching a 72 + ACV distribution island-wide.

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