Campbell Soup of New Jersey is known for its soups, Pepperidge Farm cookies and Goldfish crackers. More recently, the company has announced its entry into the hydration beverage market with its new plant-based V8+Hydrate drink.
The new line is based on sweet potatoes, which are currently very popular. According to the company, V8+Hydrate is the first drink to use vegetables as a natural electrolyte source. The plant-based drink is available in strawberry-cucumber, coconut-watermelon and orange-grapefruit flavours for 4.99 US dollars per six-pack. It is currently being sold at online retailers such as Amazon, Walmart.com and Peapod, and will soon be available in brick-and-mortar stores. This will offer consumers a healthy drink that is vegan, free of artificial sweeteners, GM-free, gluten-free and low-calorie, with 45 calories per 8oz can.
With the new plant-based beverage, the company hopes to gain a foothold in the rapidly growing hydration beverage market. This market should double to a total volume of 5.4 billion dollars by 2020, not least due to new trendy products such as water from maple or coconuts. As sweet potatoes are also a current trend, V8+Hydrate could compete with drinks from leading brands in the industry such as Gatorade, Powerade and BodyAmor.