Campbell’s V8 launches powdered energy drink mixes

Dive Brief:

• The Campbell’s Company is launching a powdered version of its popular V8 Energy Drink that can be mixed with water for convenient caffeination.
• The portable option is available in Peach Mango, Strawberry Lemonade and Pomegranate Blueberry flavors. Each packet contains 80 milligrams of caffeine from green and black tea, plus antioxidants and vitamins A, C and E.
• V8 is the latest canned beverage brand to make its way into the convenient mix format coveted by on-the-go consumers.  

Dive Insight:

The debut of the drink mixes provides Campbell’s with another way to get its popular V8 Energy line into the hands of more consumers. While the V8 brand is 92 years old, Energy was launched in 2011, marking the first major extension for the brand in its history.

Energy has steadily grown since its launch. Retail sales were up more than 5% during the last year ending Oct 6, according to Circana data provided by Campbell’s in 2024.

A lightweight powder is a popular option for active consumers or others on-the-go, as the mixes can easily be carried along and added to water at any time. Powders can also be cheaper than cans, giving energy drink fanatics a more affordable option.  

The mixable powders also provide another way for brands to participate in the drink enhancers category where everyone from Celsius and PepsiCo’s Gatorade to Coca-Cola’s BodyArmor and Unilever’s Liquid I.V. have a presence. The fast-growing beverage enhancers category surged 63% to $2.8 billion during the last three years, PepsiCo said in 2024.