The Concord, Mass.-based fruit food and beverage brand Welch’s is launching a new line of zero sugar juices.

To accompany the release of this new line, the brand is rolling out its largest-ever campaign, “You Gotta Sip It, To Get It,” in September. The campaign will feature custom integrations, sponsorships, sampling and experimental events, appearing across various consumer touchpoints, Welch’s notes.

The campaign highlights the puzzling moments in life that make heads tilt in curiosity, and once one tries Welch’s Zero, the bewildering moments transform into “a refreshingly flavorful experience” that reinforces the notion that “You Gotta Sip It, To Get It,” the company says.

“We heard from our more health-conscious consumers that they wanted a zero-sugar juice option that didn’t compromise on flavor, 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, in a statement. “Our team worked tirelessly to innovate a line of zero-sugar juices that are bursting with the bold, fruit flavors 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.”

Welch’s Zero Sugar hits shelves on Sept. 1. The juice line is available in two refrigerated flavors ― Passion Fruit and Grape ―as well as three shelf-stable flavors ― Tropical Punch, Strawberry and Concord Grape ― in multi-serve and single-serve formats.