Welch’s® Fusions™ Scales Up with New Flavors and Music Festival Push
MARKETING
Welch's® Fusions™ is making music the rhythm behind the brand to connect with fans through sound and flavor by stepping into live music culture with a multi-year collaboration with C3 Presents.
Following the breakout success of its initial launch, Welch’s Fruit Snacks is "cranking up the volume" on its Fusions™ line. Today, the brand announced two new flavor varieties, Citrus Surge and Tropical Tornado, alongside a multi-year strategic partnership to embed the brand into the heart of live music culture.
The expansion aims to capitalize on the rapid growth of the Fusions category, which has quickly become one of the brand's top-selling innovations.
The "Remix" Concept
The Fusions line is built on a unique "mashup" architecture. Every bite features a dual-layer experience: one flavor on the chewy exterior and a different, complementary flavor in the juicy center.
The new varieties include:
Citrus Surge: Features pairings like Pink Grapefruit & Tangerine, Lime & Tart Cherry, and Yuzu Lemon & Strawberry.
Tropical Tornado: Offers exotic blends like Dragon Fruit & Mango, Kiwi & Strawberry, and Pineapple & Passionfruit.
These joins the Original Fruits lineup, which includes fan favorites like Watermelon & Lemon and Blueberry & Raspberry.
Rhythm and Flavor: The C3 Presents Partnership
Starting in 2026, Welch’s Fusions is making music the primary driver of its brand identity. Through a multi-year collaboration with C3 Presents, Fusions will become a staple at some of the nation’s largest music festivals, including Governors Ball in New York and Lollapalooza in Chicago.
The activations are designed to move beyond simple product sampling, offering festival-goers immersive experiences and "shareable moments" that align with the soundtracks of summer.
“Young adults want more from their snacks; they want experiences,” said Lisa Eustic, Senior Vice President of Marketing at PIM Brands Inc. “We’re bringing those worlds together with immersive festival experiences and bold new flavor mashups that hit all the right notes.”
Clean Label Meets Bold Taste
Despite the focus on bold, "remixed" flavors, Welch’s continues to emphasize its commitment to nutrition. All Fusions varieties are made with natural flavors and colors from natural sources. They are also an excellent source of Vitamins A, C, and E, as well as being gluten-free and peanut-free.
The new Citrus Surge and Tropical Tornado varieties are currently rolling out in convenience stores, with expansion to Amazon, Walmart, and major grocery chains coming soon.
The "Experiential Snack" Era
In 2026, a snack is no longer just a food item; it’s a cultural accessory. By aligning Fusions with the high-energy, sensory-rich environment of music festivals, Welch’s is successfully pivoting from the "lunchbox" to the "lifestyle" category. For brands looking to capture the Gen Z and Millennial market, the lesson is clear: don't just sell a flavor, sell the rhythm that goes with it.