Welch’s Fruit Snacks targets Gen Z with growing functional snacks offerings

As gut health continues to dominate the wellness conversation, 25-year-old Welch’s Fruit Snacks is the latest legacy brand to lean into better-for-you snacking by adapting to changing wellness habits. 

This year, Welch’s Fruit Snacks is continuing to expand beyond its traditional line of fruit snacks with the launch of a new functional offering. This summer, it rolled out Welch’s Probiotic Yogofruits, marking the brand’s entry into the growing yogurt snack category, which purports to support digestive health. And earlier this year, it announced that it had completed the process of phasing out artificial food dyes across its portfolio. These moves are the latest by Welch’s Fruit Snacks in its quest to retain its spot as the top-selling fruit snack brand in the country as it caters to a wider demographic that includes young Gen Z.

Lisa Eustic, senior vp of marketing at parent company Welch’s Snacks maker PIM Brands, told Modern Retail that the Probiotic Yogofruits launch caters to growing consumer demand for snacks that combine taste and functional wellness.

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