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V8 Caters To Millennials With Online-Only Vegetable-Based Hydration Drink

V8 Caters To Millennials With Online-Only Vegetable-Based Hydration Drink
Food & Beverage

The beverage is called V8+Hydrate and will be sold exclusively online in an effort to compile consumer data and better target a millennial customer base

Todd Neikirk
  • 29 august 2018

Hydration is a popular topic and interest among millennials. Vegetable juice brand V8 is looking to offer this health and wellness-conscious demographic a drink that will not only hydrate customers, but also provide them with the nutrition benefits that come along with consuming fruits and vegetables.

The new drink, V8+Hydrate, is slated to be the very first beverage to use the vegetable as natural electrolyte source. It is available in three flavors, and is described as containing “plant-sourced hydration.” In an additional effort to target younger consumers, the drink will initially only be sold online. Campbell’s Soup, owner of the veggie drink, intends for this exclusivity to provide it glimpses into which consumers are buying the drink and how.

The beverage will initially be sold through Amazon, Walmart and Peapod. According to Diego Palmieri, CMO of Campbell’s Soup, the idea of selling online “was an obvious move, as the consumer segment we’re targeting is making their purchase decisions outside of the traditional channels.”

Before deciding to launch an expensive in-store product launch, Campbell’s aims to first be better informed about the customer base its product is targeting. The company is planning for a full-scale launch in November of this year.

V8

Hydration is a popular topic and interest among millennials. Vegetable juice brand V8 is looking to offer this health and wellness-conscious demographic a drink that will not only hydrate customers, but also provide them with the nutrition benefits that come along with consuming fruits and vegetables.

+amazon
+beverage
+Campbell’s Soup
+Food
+hydration
+merchandising & curation
+millennial
+Shopper Marketing & Promotion
+store experience & design
+V8
+Walmart
+wellness

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