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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.”

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.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.