Dive Brief:
- Campbell Soup Co. aims to capture more of the fruit and vegetable juice market and capitalize on the current "'juicing' trend," a term noted by Campbell Soup Company Beverage vice president Kelli McCusker, with the release of four new juices to add to its V8 beverage line.
- Among the new flavors are Healthy Greens, Purple Power, Golden Goodness, and Carrot Mango, which contain 75% juice and 25% water, and come in two package sizes, multi-serve 46 ounces and single-serve 12 ounces.
- "With this new line, we set out to meet the changing tastes and healthier lifestyle needs of consumers by delivering juice blends that are delicious, with a more desirable ingredient panel, namely the presence of vegetable nutrition," said McCusker.
Dive Insight:
Campbell's recent foray into the juicing world comes amid shaky rising and falling sales over the past few quarters. In the latest news, Campbell, along with PepsiCo, was a potential target for acquisition by investment firm 3G Capital Partners LP, though neither company had any comment on the rumor.