V8 launches sweet potato hydration beverage with natural electrolytes

27 Aug 2018 --- Campbell Soup Company is launching V8+Hydrate, a new plant-based hydration beverage that harnesses the “natural goodness of sweet potato juice.” This taps into the naturally occurring electrolytes and glucose of the sweet potato and perfectly blends it with water – creating an isotonic beverage that quickly replenishes fluids and nutrients. Featuring 45-calories in each 8-oz can, V8+Hydrate is touted as containing one full serving of vegetables, no artificial sweeteners, is non-GMO, gluten-free and vegan-friendly.

The plant-powered hydration drink is available in three flavors: Strawberry Cucumber, Coconut Watermelon and Orange Grapefruit. And according to Campbell, in a recent consumer study, V8+Hydrate Strawberry Cucumber was proven to have a preferred taste over the leading plant-based water, Vita Coco Pure Coconut Water.

“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,” said Diego Palmieri, Chief Marketing Officer of US Meals & Beverages at Campbell Soup Company. 

“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.” 

The 8-ounce, perfect for quick consumption can is now shipping to retailers nationwide with a suggested retail price of US$4.99/6-pack.

There is ongoing innovation in beverages, as consumers seek light and healthy options to quench their thirst. Plant-based waters are rising as a share of soft drink launches, with Innova Market Insights reporting a 25 percent CAGR in this emerging area of NPD between 2012 and 2017, compared with a 7 percent CAGR for the soft drinks category as a whole. 
Despite coconut water clearly leading the plant-based hydration category, 2017 saw 28 percent of the category launches from new plant-based waters, albeit from a small base.

Consumers are becoming increasingly adventurous in terms of flavor preferences, with novel flavor combinations becoming more prevalent.