V8 enters energy market

CAMDEN, N.J. — Campbell Soup on Tuesday announced the company is expanding its V8 franchise into the fast-growing energy drink category with two new products: V8 V-Fusion + Energy drinks and V8 Energy Shots.

Sales of energy shots reached $173.9 million across food, drug and mass (minus Walmart) for the 52 weeks ended April 17, representing growth of 43.5% compared with the prior year, according to SymphonyIRI Group data.

Campbell will be positioning its V8 brands as healthier alternatives to most energy drinks on the market today. Each nutritious beverage will provide one combined serving of vegetables and fruit, as well as green tea extract, which provides a natural energy boost. “We are branching into the energy drink market with the kinds of nutritious beverages that V8 is known to deliver,” V8 Beverages VP Dale Clemiss said. “People can now feel good about drinking an energy drink or shot with a combined serving of vegetables and fruit and powered naturally by green tea.”

V8 V-Fusion + Energy drinks already are available in 2,400 Walmart stores beginning this month. The drinks are available in 8-oz. slim cans in two flavors, pomegranate/blueberry and peach/mango, for $3.98 for a six-pack. For a limited time, select locations will offer two cans for $1, while supplies last.

V8 Energy Shots are available at participating convenience stores, supermarkets and drug stores in Colorado, Florida and Minnesota for the suggested retail price of $2.99 per 2.5-oz. shot and $4.99 for a two-pack.