Campbell gives energy drinks a go

For many Canadians, Campbell's food products are associated with a hot bowl of soup on a cold winter day.

But that soothing image could be in for a shakeup if the company's new V8+Energy sees success north of the border.

Launched in Toronto in late August, Campbell's first energy drink is sugar- and stevia-sweetened, packing an 80-mg caffeine kick in each 237-ml can. They contain caffeine from green tea.

That's the same amount of caffeine as in a same-size can of Red Bull.

"After three years in (the U.S.) market, V8+Energy has proven to be a strong performing energy beverage with high frequency purchases by loyal consumers," Kristen Knox, senior brand manager snacks and beverage for Campbell Canada, wrote in an email to Canadian Grocer.





"On the heels of the success (in the U.S.), Campbell Canada saw the opportunity in the growing energy drink category in Canada."

According to Knox, the decision to bring the energy drink to Canada was made "with the goal of keeping V8 relevant to Canadian consumers—particularly millennials."

She said the new drink is also in line with V8's brand position, which uses the slogan Energy You Can Feel Good About.

Available in two flavours—peach-mango and blueberry-pomegranate—V8+Energy also contains 50 calories per can.

"You’ll have your energy boosted without the feeling a sense of guilt," reads a company press release about the drink.

Knox said Campbell's is hoping to drum up sales with a variety of marketing initiatives, including consumer sampling in grocery stores, online sample distributions, and experiential sampling across major markets including coupons.

She said the company also plans to use "digital media to drive awareness with core millennial parent target consumer."