Campbell Soup Cos V8 brand wont be distributed alongside Bolthouse Farms drinks

Campbell Soup Co's V8 brand won't be distributed alongside Bolthouse Farms' drinks

Campbell Soup Co will keep Bolthouse Farms a separate business to help preserve its “entrepreneurial spirit”.

Campbell announced yesterday (9 July) it has agreed to buy the California-based vegetable-juice maker for US$1.55bn. A company spokesperson later told just-drinks: “Our plans are to operate Bolthouse as an independent, separate business unit.

“We want to preserve the entrepreneurial spirit that they have. They are a very successful and innovative operation.”

Later, on a conference call with investors, Campbell president & CEO, Denise Morrison, lauded Bolthouse's innovation and said it has a number of new and exciting products in the pipeline.

Morrison said Bolthouse's beverage line will “align perfectly” with Campbell's range of V8 juices to create a healthy-beverage platform worth US$1.2bn in annual sales.

But Bolthouse, which also produces fresh carrots and a range of salad dressings, will not take immediate advantage of Campbell's logistics network and will continue to distribute its beverage lines from two warehouses in the US.