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V8 Energy Drink Launches New Powdered Mixes for Convenient Caffeination
Dive Brief:
- The Campbell’s Company introduces a powdered version of its popular V8 Energy Drink that can be easily mixed with water for on-the-go caffeination.
- Available in Peach Mango, Strawberry Lemonade, and Pomegranate Blueberry flavors, each packet contains 80 milligrams of caffeine from green and black tea, along with antioxidants and vitamins A, C, and E.
- V8 joins other canned beverage brands in the mix format trend, catering to the needs of busy consumers.
Dive Insight:
The launch of V8 Energy Drink mixes expands Campbell’s reach to a wider consumer base. While the V8 brand has been around for 92 years, the Energy line, introduced in 2011, has seen steady growth, with retail sales increasing by over 5% in the past year.
Powdered mixes offer a lightweight and convenient option for active individuals, providing a cost-effective alternative to canned drinks. It also allows brands to tap into the growing beverage enhancers category, competing with popular names like Celsius, Gatorade, BodyArmor, and Liquid I.V.
The beverage enhancers market has seen a significant surge, reaching $2.8 billion in the last three years, presenting a lucrative opportunity for brands to innovate and cater to the evolving preferences of consumers.