A zero-pressure January challenge where getting started is rewarded with Welch’s Zero Sugar Juice and a chance to win prizes

Welch’s, an iconic leader in the fruit-based food and beverage industry in the US, is teaming up with Strava, the leading digital platform for active adults with more than 180 million users, to launch the first-ever Welch’s Zero-K Challenge. Running through January 28, the challenge is built around one simple, powerful idea: starting somewhere.

The start of a new year often comes with big resolutions and even bigger pressure to stick with them. Welch’s is flipping that narrative. Powered by Welch’s Zero Sugar Juice, a line bursting with bold, real fruit flavour, the Zero-K Challenge celebrates new beginnings without the stress of finish lines, distances, or expectations. Zero sugar. Zero pressure. Zero expectations.

Instead of focusing on miles logged or goals crushed, the Welch’s Zero-K Challenge recognises the determination it takes to simply get started. Whether it’s a short walk, a stretch break, or a dance session in the living room, every movement counts.

“With the Zero-K Challenge, we’re meeting people exactly where they are,” said Andrew Hartshorn, Chief Brand and Innovation Officer at Welch’s. “Big goals often start with small changes, whether that’s moving your body for a few minutes or cutting back on sugar in a way that still tastes great. Our Zero Sugar juices make it easier to take that first step, delivering bold, real fruit flavour with zero sugar, and this challenge is about celebrating progress over perfection.”

Until January 28, Strava users can join the Welch’s Zero-K Challenge and log any activity of any duration or intensity. Hosted within the free and easy-to-use Strava app, the Zero-K Challenge makes it simple for anyone to participate. The Zero-K Challenge welcomes athletes, aspiring athletes, and everyday movers alike, making movement feel accessible to all.

Everyone who completes the challenge by logging a qualifying activity will receive a coupon for one Welch’s Zero Sugar beverage, valued up to $5.99 and redeemable at select retailers. Participants will also be entered for a chance to win one of 50x grand prize kits, which include custom Welch’s gear and Welch’s Zero Sugar Juices, a three-month Strava membership, adidas Adizero shoes, an Igloo Day Chiller backpack, a JBL Clip 5 speaker, a yoga towel, and more.

To learn more or sign up for the Welch’s Zero-K Challenge, visit https://www.strava.com/challenges/The-Welchs-Zero-K-Challenge.

Welch’s, an iconic leader in the fruit-based food and beverage industry, announced the appointment of Cees Talma as Chief Executive Officer, effective immediately. Talma succeeds Trevor Bynum, whose leadership for nearly 7 years has been instrumental in shaping the company’s transformative growth.

With more than 30 years of global leadership experience across the food, beverage, consumer goods, and health & wellness industries, Cees Talma will guide Welch’s into its next era of evolution. For the past 11 years, Cees has led mission-driven and family-owned companies, sharing Welch’s purpose-led approach and ongoing commitment to quality, innovation and grower-owner success. This background, combined with his track record of aligning purpose with performance, makes him uniquely suited to lead Welch’s historic legacy.

Cees brings unique experience scaling both legacy brands and disruptive newcomers. Prior to Welch’s, he served as CEO of Nature’s Way, where he led transformative growth, innovation, and operational excellence. Before that, Cees held the role of CEO at Stasher, scaling the brand’s sustainability mission and product footprint. Cees also occupied senior roles at SC Johnson and Unilever, where he grew CPG Category disruptors, led acquisitions and implemented many innovative go-to market strategies.

Company’s largest-ever campaign will support zero sugar, full-flavour line rolling out in the US this fall

Zero sugar juices are known for having zero flavour – until now. Welch’s, the leading name in bold fruit flavours for over 150 years, is changing the game with the launch of their new line of zero sugar juices that don’t compromise on flavour.

“We heard from our more health-conscious consumers that they wanted a zero-sugar juice option that didn’t compromise on flavour, and the options currently in the juice and refrigerated aisles just weren’t delivering on that ask,” said Scott Utke, Chief Marketing Officer at Welch’s. “Our team worked tirelessly to innovate a line of zero-sugar juices that are bursting with the bold, fruit flavours Welch’s is known for, and we believe this new line is a game-changer for consumers who are mindful about the choices they are making when it comes to sugar.”

In September, Welch’s largest-ever marketing campaign, “You Gotta Sip It, To Get It,” will kick off to support the new line of zero sugar juices. From social to streaming, custom integrations to sponsorships, and sampling to experiential events – the campaign will appear across various consumer touchpoints. Highlighting the puzzling moments in life that make our heads tilt in curiosity. However, once one tries Welch’s Zero, these bewildering moments transform into a refreshingly flavourful experience – reinforcing the notion that “You Gotta Sip It to Get It!”

Welch’s Zero Sugar is available in two refreshing refrigerated flavours: Passion Fruit and Grape (59 oz cartons), and three delicious shelf-stable flavours: Tropical Punch, Strawberry, and Concord Grape, offered in multi-serve (64 oz) and single-serve (10 oz) sizes. Crafted with the same commitment to quality and flavour that has made Welch’s a trusted household name, each serving is bursting with vibrant, real fruit flavour with 0 grams of sugar and provides an excellent source of Vitamin C (20 % of DV).

All flavours of Welch’s Zero will be available in juice aisles and refrigerated sections at retailers in the US starting September 1.