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Familiar juice maker breaks into energy drinks

Juice maker Welch’s is expanding its horizons beyond juice. The Concord, Mass.-based company is entering the energy drink space with its Welch’s Sparkling Plus Energy drinks, whose launch it announced Wednesday. The product pairs Welch’s juice with organic coffee extract to offer consumers energy, the company said.

“We saw a need in the market for an energy drink that actually tastes good,” said John Walston, Welch’s senior brand manager. “Welch’s Sparkling Plus Energy delivers a great, bold taste and it’s a product you can feel good about buying because as always, 100% of our profits go back to our small family farmers. The energy drink category is expanding, and we are excited to evolve our portfolio with a new product offering outside of the juice aisle.”

Welch’s said the new products will be available in 16-oz. cans in Sparkling Grape and Sparkling Fruit Punch varieties for a suggested retail price of $2.19. The company said the new product is aimed at a male audience in the current limited rollout markets of New York City, Philadelphia and Washington, D.C. The company said it would be expanding to more markets in the future.
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