The introduction of drink mixes offers Campbell’s an innovative method to expand the reach of its well-liked V8 Energy line to a broader audience. Although the V8 brand has a rich history spanning 92 years, the Energy variant made its debut in 2011, representing the brand’s first significant expansion. Since its launch, Energy has experienced consistent growth, with retail sales increasing by more than 5% in the year ending October 6, according to Circana data shared by Campbell’s in 2024. The lightweight powder format appeals particularly to active consumers and those who are constantly on the move, as these mixes can be conveniently transported and mixed with water at any time. Additionally, these powder options tend to be more economical than canned beverages, providing energy drink enthusiasts with a cost-effective alternative.
Moreover, the mixable powders create another avenue for brands to engage with the drink enhancers market, a sector that includes competitors like Celsius, PepsiCo’s Gatorade, Coca-Cola’s BodyArmor, and Unilever’s Liquid I.V. The rapidly expanding beverage enhancers category saw a remarkable 63% growth, reaching $2.8 billion over the past three years, as reported by PepsiCo in 2024.
In addition to these products, consumers are also exploring calcium citrate and vitamin D supplements, which can be beneficial for overall health and wellness. The versatility of drink mixes allows for easy incorporation of such supplements into daily routines, encouraging a holistic approach to nutrition. As the interest in functional beverages grows, the synergy between energy drinks and health supplements, like calcium citrate and vitamin D, may pave the way for future innovations in this dynamic market.