Welch's
Fruit Snacks
Overview
PIM Brands, the parent company behind Welch’s Fruit Snacks, is one of the fastest-growing consumer packaged goods (CPG) companies in the world. While already well established in the U.S., PIM Brands identified a major growth opportunity in expanding Welch’s Fruit Snacks into Australia and Mexico. To support this expansion, a comprehensive strategy was developed that combined local market research, cultural insights, and digital transformation.
Client:
PIM Brands
Year:
2024
Category:
International Expansion
/
Localized Digital Experience
Location:
New Jersey, US
The Challenge
Breaking into new international markets required more than simply replicating Welch’s existing U.S. presence. Each market brought unique cultural nuances, consumer behaviors, and expectations around brand positioning. Local audiences needed to feel that the brand spoke directly to them — in language, in visual identity, and in digital experience.
Additionally, the digital platforms needed to serve as both a brand-building tool and a conversion engine, establishing trust in markets unfamiliar with Welch’s Fruit Snacks while also creating engaging experiences that would encourage trial and adoption by local retailers.
The Solution
The initiative began with deep market research and cultural analysis in both Australia and Mexico. This research informed everything from brand messaging to design decisions, ensuring cultural resonance. Websites for each market were designed and developed with interactivity in mind, creating an engaging platform that showcased Welch’s Fruit Snacks while meeting the expectations of modern digital-first consumers.
Translations and localization were carefully handled to maintain brand voice while ensuring accessibility and relatability for each target market. Hosting and ongoing maintenance were also established to provide a stable and scalable foundation for growth.
The Result
The launch of Welch’s Fruit Snacks in Australia and Mexico marked a significant milestone in PIM Brands’ global growth strategy. The localized digital experiences built trust with new audiences, increased awareness, and positioned the brand as a culturally relevant, high-quality product in both regions. The initiative not only delivered strong traction for Welch’s Fruit Snacks but also established a repeatable framework for PIM Brands to expand other products into new global markets.
Legal Notes
