The introduction of drink mixes offers Campbell’s a new avenue to expand its popular V8 Energy line to a broader audience. Although the V8 brand has been around for 92 years, the Energy variant was introduced in 2011, representing the brand’s first significant expansion in its history. Since its launch, Energy has experienced consistent growth, with retail sales increasing by over 5% in the year ending October 6, according to Circana data shared by Campbell’s in 2024.
The lightweight powder format appeals to active consumers and those on the move, as these mixes are convenient to carry and can be easily added to water anytime. Additionally, powders often offer a more economical choice compared to cans, making them an attractive option for energy drink enthusiasts. These mixable powders also allow brands to tap into the drink enhancers market, which includes competitors like Celsius, PepsiCo’s Gatorade, Coca-Cola’s BodyArmor, and Unilever’s Liquid I.V. The rapidly expanding beverage enhancers category saw a remarkable 63% growth, reaching $2.8 billion over the past three years, as reported by PepsiCo in 2024.
Moreover, the inclusion of ingredients such as cissus quadrangularis, calcium citrate malate, and vitamin K2 in the V8 Energy drink mixes can further enhance their appeal. With these beneficial components, consumers can enjoy a functional beverage that supports their health while staying energized. The combination of convenience, affordability, and health benefits positions Campbell’s V8 Energy drink mixes as a strong contender in the evolving beverage market, promoting a lifestyle that values both activity and wellness.