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Welch’s launches first-ever “Zero-K Challenge” with Strava to promote movement and zero-sugar choices
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Wednesday, 21 January, 2026, 16 : 00 PM [IST]
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Boston, USA
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Welch’s, a long-standing leader in the fruit-based food and beverage industry, has teamed up with Strava, the global digital platform for active adults with over 180 million users, to introduce the first-ever Welch’s Zero-K Challenge, running through January 28, 2026.
The Zero-K Challenge is built around a simple yet powerful idea encouraging people to “start somewhere” without pressure, expectations, or rigid goals. Unlike traditional distance-based events such as 5K runs, this challenge welcomes any form of movement whether a short walk, a quick stretch, or even an at-home dance session and recognises every effort toward personal well-being.
Central to the campaign is Welch’s zero sugar juice, a new line of fruit beverages that delivers bold, real fruit flavour with zero sugar, designed to support healthier lifestyle choices without sacrificing taste. The partnership with Strava allows participants to log any activity of any duration or intensity through the free Strava app, making the challenge accessible to beginners, casual movers, and dedicated athletes alike.
Participants who complete the Zero-K Challenge by logging a qualifying activity will receive a coupon for a free Welch’s zero sugar beverage, valued at up to USD 5.99 and redeemable at select retailers. In addition, all finishers will be entered into a sweepstakes to win one of 50 grand prize kits that include custom Welch’s gear, a three-month Strava membership, adidas Adizero shoes, an Igloo Day Chiller backpack, a JBL Clip 5 speaker, and more.
According to Andrew Hartshorn, chief brand and innovation officer at Welch’s, the Zero-K Challenge is about celebrating progress over perfection — showing that even small steps toward fitness and healthier choices matter.
The Zero-K Challenge represents an innovative approach to consumer engagement, combining wellness motivation, digital fitness tracking, and low-sugar beverage promotion at the start of the new year.
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