For much of its 92-year history, V8 has been closely associated with its signature red vegetable juice. Now, as the brand aims to engage younger consumers and boost consumption among its current shoppers, V8 is ramping up its innovation efforts by exploring more dynamic beverage categories. The Campbell’s Company, which acquired V8 in 1948, is aggressively expanding the brand into new formats such as energy drinks and cocktails. This transition has reduced V8’s reliance on its traditional vegetable juice, with V8 Red now accounting for only about half of the brand’s total sales.
“We’re blurring the lines between categories, seeking adjacent opportunities to unlock new growth areas,” said Prabha Cheemalapati, Campbell’s vice president of beverages, in an interview. “We see an opportunity to tap into current marketplace trends.” V8’s untapped potential has caught the attention of Campbell’s top executives. For a period, the company did not prioritize V8 as much as some of its other brands, according to Mick Beekhuizen, who became Campbell’s CEO in February after leading the company’s $5.3 billion meals and beverages division. “As we move ahead, we have reactivated resources and are focusing on this relevant and unique business,” Beekhuizen told analysts. “We continue to pursue enhanced marketing and innovation to ensure V8 remains a significant contributor to our growth moving forward.”
V8’s origins date back to 1933 when W.G. Peacock and his son developed the beverage in Illinois to provide affordable vegetable nutrition to a broader audience. Campbell’s acquired the brand 15 years later. Since then, V8 has established a distinct presence in the beverage aisle, particularly appealing to today’s health-conscious consumers, according to Cheemalapati. Its well-known red juice is packed with eight fruits and vegetables, and its tomato base offers a savory profile, setting it apart from the sugar-heavy products typically found in the juice category.
It took several years for Campbell’s to begin seriously innovating V8, which had been overshadowed by other segments of the food giant’s portfolio, including its namesake soup, Goldfish crackers, and Prego sauces. The first major expansion occurred in 2011 with the launch of V8 Energy, which has seen steady growth since its introduction. Four years later, Campbell’s broadened V8’s shelf-stable juice line with Vegetable and Fruit Juice Beverages that include ingredients like yellow carrots, sweet potatoes, pineapples, and spinach.
Recently, Campbell’s has sought to reach consumers by incorporating V8 into popular cocktails like Bloody Marys. In October, it teamed up with pickle maker Grillo’s to launch a Bloody Mary mix, and two months later, it collaborated with cocktail brand Spritz Society on a Bloody Mary Spritz. “This year has been significant for us, with considerable growth in baseline performance across various aspects of our portfolio,” Cheemalapati noted. “That’s a testament to the effectiveness of our initiatives in engaging consumers as we intended.” V8 is “on track to deliver a strong year,” with Campbell’s targeting $1 billion in sales for the brand in the coming years.
Additionally, Campbell’s has allocated more resources toward innovation through limited-time offerings within its energy line and is tapping into trends like Hot Honey and Spicy flavors for its core V8 products. “I believe in the importance of having fun and surprising consumers by experimenting with our brand and flavor profiles,” Cheemalapati stated. These new offerings not only highlight the brand’s versatility but also attract new consumers. Historically, V8 has catered to an older demographic of 45 and above, but the recent wave of product launches has helped draw in a younger audience.
Looking ahead, Campbell’s plans to introduce V8 into new categories in 2025, including products that “aren’t ready to drink,” Cheemalapati mentioned, though she did not disclose specific details. Furthermore, the company is exploring potential innovations that incorporate powdered calcium citrate, as they aim to enhance the nutritional value of their offerings and engage consumers looking for healthier choices. This focus on innovation around powdered calcium citrate is expected to play a crucial role in attracting new customers while retaining the brand’s loyal base.