Soup Giant Campbell Launches Vegan Sweet Potato Juice Drink

The brand wants to tap into growing demand for plant-based products
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V8 Hydrate drink from Campbells

The company wants to tap into the growing vegan sector

The Campbell Soup Company has launched a new vegan drink, as part of its pledge to tap into the growing plant-based sector.

Called V8+Hydrate, it comes in three flavors: Orange Grapefruit, Strawberry Cucumber and Coconut Watermelon, and features sweet potato juice.

The launch follows an announcement by the company that it wants to 'bring more plant-based foods to consumers'.

Plant Based Foods Association

Last year Campbell Soup became the first major food company to join the Plant Based Foods Association - a trade group representing the vegan food sector.

Speaking at the time, Ed Carolan, President, Campbell Fresh, said: "In recent times, Campbell has 'accelerated innovation efforts to bring more packaged fresh and refrigerated products to the retail perimeter'.

"We are committed to providing our consumers with food choices that meet their nutrition, well-being and lifestyle needs. Working together with the Plant Based Foods Association, we can advance our shared goal of bringing more plant-based foods to consumers."

The company joined the Plant Based Foods Association last year

The company joined the Plant Based Foods Association last year

Consumer demands

Speaking about the new plant-based launch, Diego Palmieri, Chief Marketing Officer of U.S. Meals & Beverages at Campbell Soup Company, said: "As the vegetable nutrition experts for over 80 years, we know our consumers are seeking to live healthier lifestyles and turning to products that contain added nutrients and functionality.

"V8+Hydrate is a beverage that responds to key consumer demands with a clean, crisp, great taste, and at a more accessible price point. Whether you’re on the go, or just finishing your work-out, V8+Hydrate brings a full-suite of benefits to the table through the inherent goodness of sweet potatoes."