Q&A: How PIM Brands advances snack innovation through product evolution

In a time when consumer preferences seem to shift overnight, brand leadership in the confectionery and snack aisles demands a highly sought-after combination of trust and agility.

PIM Brands is hitting that sweet spot.

By successfully bridging the gap between flavor maximalism and functional wellness, the family-owned powerhouse behind Welch’s^® Fruit Snacks and Sour Jacks^® is taking the challenge and using it as a key driver of innovation, proving that real category growth comes from listening to its consumers and delivering exceptional products.

Fresh off a wave of new launches at the 2026 Sweets & Snacks Expo — and after just being named as one of America’s Best Workplaces — President and CEO Michael Rosenberg, Senior Vice President of Marketing, Snacks, Lisa Eustic and Senior Vice President of Marketing, Confections, Patty Gonzalez discuss the trends shaping the snack aisle, the rise of functional snacking and how a decade-long commitment to ingredient transparency continues to influence the company’s strategy.

What is the central message you want the industry to take away from your innovations this year?

Rosenberg: Our message is simple: PIM Brands offers delicious snacks for the entire family. We are a family-owned company that honors iconic brands while continuing to modernize through cleaner ingredients and bold flavor innovation that meets consumers wherever they are in their snack journey.

We’re also extremely proud that our entire portfolio of Welch’s^® Fruit Snacks — a household favorite — are now made without artificial dyes. Our efforts here were over a decade in the making, and we completed the transition in early 2026.

Looking ahead at our exciting new product launches over the next year, we’re demonstrating that growth comes from listening deeply to consumers and innovating with purpose.

How would you describe the current “moment” in the snack industry, and how do your latest products address it?

Eustic: This is a moment defined by permissible indulgence. Consumers still want fun and flavor, but they also want transparency, fewer artificial ingredients and brands that feel authentic. Our newest products deliver craveability first, while aligning with modern expectations. We’re meeting snackers where indulgence and mindfulness intersect.

For example, with consumer demand for gut-friendly foods surging, probiotics and fiber have become breakout priorities in the snacking aisle, reflecting a broader shift toward snacks that support digestive wellness.

With our new Welch’s^® Probiotic Yogofruits™ available this month, we’re proud to blend our science-driven expertise with our longstanding and broad snack experience to deliver a new, function-forward offering. Each serving of Yogofruits™ is made with Whole Fruit as the main ingredient, 2 billion probiotic cultures and 3 grams of fiber intended to support digestive health. Made without artificial dyes or flavors, Welch’s^® Probiotic Yogofruits™ are also gluten-free, non-GMO, peanut-and tree-nut-free, made without corn syrup and have a Halal designation.

Can you walk us through how PIM strategically innovates to meet consumers across the lifecycle?

Eustic: We think about innovation as a continuum, not a silo. A consumer might first engage with us through a playful, approachable product like Welch’s^® Fruit Snacks , then graduate into more adventurous textures or flavor mashups like Sour Jacks^® or Welch’s^® Fusions™ as their palate matures. Each product line serves a distinct role, but together they create a portfolio that evolves with life stages, taste exploration and cultural relevance. This strategy allows us to best grow with our consumers.

Gonzalez: Sour Jacks^® is going all-in on digital-first activation to meet Gen Z in the spaces they live, including gaming, social platforms, and creator-driven content. We’re expanding our presence in the social content space later this year, with partnerships designed to feel authentic, fun and culturally relevant.

What research or trends led to your most recent product developments?

Eustic: Several consistent signals guided our latest launches:

Flavor maximalism: Consumers want intensity, mashups and unexpected contrasts
Ingredient transparency: Clear labels, mindful ingredients, no artificial colors all matter
Social-first consumption: Products must be relevant and spark conversation

We combine quantitative data with immersive qualitative research and real-time social listening, ensuring our innovation reflects how people truly snack.

For example, during our recent activation at Governor’s Ball in New York, we even asked Gen Z festival goers to tell us what flavors they want to see combined next. These insights will help inform how we approach future Welch’s^® Fusions™ innovation.

How is PIM setting the standard for innovation in the better-for-you confectionery space?

Gonzalez: We believe “better-for-you” should never mean less fun. Our approach focuses on removing barriers, like artificial dyes, while preserving the indulgent experience consumers expect from confections. By reformulating thoughtfully, optimizing textures and flavors transparently, we’re leading the way in indulging responsibly.

We’re so excited about our recent partnership with The Magnum Ice Cream Company, makers of Creamsicle^® and Popsicle^®. We’re introducing Creamsicle^® Candy Twists in 2027 in a modern format — a tasty, creamy and fruity multi-textural pull-apart candy that is made with natural colors, natural flavors and non-GMO ingredients.

PIM led the effort to drop artificial dyes from products 10 years ago. Why was that important to you then, and why does it continue to be so today?

Rosenberg: At PIM Brands, quality, transparency and innovation aren’t just part of our mission; they’re our promise. Welch’s^® Fruit Snacks are a household favorite, and we’re incredibly proud to bring consumers Welch’s^® Fruit Snacks without artificial dyes.

The work to eliminate all artificial dyes began back in 2015. Every new Welch’s^® Fruit Snacks product that’s been released since 2018 has been made with colors from natural sources.

As of March 2026, the lineup was complete, as Welch’s^® Fruit Snacks beloved legacy flavors, including our best-selling Mixed Fruit, and equally-popular Berries ‘N Cherries, are free from artificial dyes along with the rest of the line.

Shoppers remember which brands listened early, and that legacy reinforces credibility as expectations around ingredients continue to evolve.

How does your marketing approach differ when targeting Gen Z consumers versus millennial parents?

Gonzalez: With Gen Z, we lean into co-creation, their passions (such as gaming and music), and unfiltered authenticity. It’s less about polish and more about participation. For millennial parents, our messaging still lives digitally, but centers more on reassurance: ingredient transparency, brand trust and moments of joy they can share with their families. We are intentional about how we speak to different consumers on the same digital platforms since not everyone is looking for the same thing, and we want to be sure we show up for everyone in the ways that matter most to them.

PIM was recently named one of America’s Best Workplaces for 2026. How does your internal company culture support the innovation we see on the product side?

Rosenberg: Our culture is a direct competitive advantage. Being family-owned gives us the freedom and agility to reward and empower teams and encourage smart risk-taking.

People feel ownership at PIM; they’re invested not just in the next launch but in the future of the company. That sense of trust and stability creates the necessary environment for true innovation and breakthrough thinking to thrive.