Cambell has seen beverage sales fall

Cambell has seen beverage sales fall

Campbell Soup Co has unveiled plans to “revitalise” its beverage business by expanding its V8 vegetable juice flavours and taking the brand into protein shakes.

The US-based food and drinks manufacturer, which has seen its beverage sales flag of late, said yesterday (21 July) that the move responds to consumer interest in juicing. “Veggies are on-trend and here to stay,” the company said in a statement.

Meanwhile, the protein shakes will “leverage the vegetable nutrition expertise of V8” and help the company compete in the US$4.6bn adult on-the-go nutrition category in the US, Campbell said. 

The new juices will include V8 Carrot Mango, V8 Healthy Greens, V8 Golden Goodness and V8 Purple Power. Protein shake flavours will comprise Chocolate, Vanilla and Chocolate Raspberry and be joined by a range of protein bars. All products are expected to be released within the next 12 months. 

Campbell subsidiary Bolthouse Farms will also roll out a range of fruit juice smoothies aimed at children.

The beverages are some of 200 new products Campbell announced yesterday as it aims to become a profitable US$10bn company within the next five years.

“In the last three years, we’ve been taking decisive action to reshape our portfolio and revitalize our growth trajectory, and you will see more of it in the future,” president & CEO Denise Morrison said.

In Q3 results, released in May, Campbell's international simple meals & beverages unit saw sales fall by 17%, while US beverage sales slipped by 4%.

Last month, Campbell was accused by a US health group of using allegedly misleading labels on two of its juice brands.