Welch’s comes to EMEA

USA-based Welch’s is to sell its Concord grape juice concentrate on the European mainland for the first time, giving beverage companies the chance to produce innovative products consumers will love, the company said. Welch’s is one of America’s oldest juice companies with nearly 150 years’ experience of growing Concord grapes and transforming them into 100% […]

USA-based Welch’s is to sell its Concord grape juice concentrate on the European mainland for the first time, giving beverage companies the chance to produce innovative products consumers will love, the company said.

Welch’s is one of America’s oldest juice companies with nearly 150 years’ experience of growing Concord grapes and transforming them into 100% grape juice. Today, grape is said to be the 4th most popular 100% juice flavour in the US. Native to North America and grown by Welch’s nearly 1,000 family-farmer owners, the dark purple Concord grape is, says Welch’s, renowned for its distinctively sweet and bold flavour and is recognised as a truly American ‘superfruit’.

Under an exclusive distribution agreement with Netherlands-based Wild Juice, Concord grape juice concentrate will now be available for companies across the EMEA region to use in branded and private label beverages.

Welch’s describes the Concord grape as a plant nutrient powerhouse and its 100% juice is claimed to have more polyphenols than many other commonly consumed juices.. According to a study, Concord grape juice delivers 13% more polyphenols than blueberry juice, 24% more than acai juice and 53% more than cranberry juice.

“American consumers have enjoyed Welch’s Concord grape products since 1869,” said Wayne Lutomski, Vice President International for Welch’s. “It’s part of the fabric of American society and its unique taste and health benefits are loved and recognised throughout North America and beyond. Now for the first time, thanks to our partnership with Wild Juice, we are able offer our Concord grape juice concentrates to beverage manufacturers and brands operating in mainland Europe. It’s a truly exciting development in the history of this wonderful juice.”

“We often see new fruit juice flavours coming to Europe from exotic locations – especially superfruits – and they get a lot of attention,” said Dirk Oyen, Commercial Director at Wild Juice. “What is different about Concord juice is that it is already a very well known and liked flavour in some parts of the world, including the US and Japan. Additionally, the Concord superfruit itself, unlike most superfruits, actually tastes really good. This means it will only be a matter of time before the Concord flavour conquers Europe. Consumers will love it not just for its health benefits but because they will enjoy the new flavour, too.”