Invigorating the drinks market

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Better known for its range of tinned soups, Campbell's is set to
introduce Invigor8, a new fortified 100 per cent fruit juice energy
drink, at the National Association of Convenience Stores (NACS)
show in Chicago this month.

Better known for its range of tinned soups, Campbell's is set to introduce Invigor8, a new fortified 100 per cent fruit juice energy drink, at the National Association of Convenience Stores (NACS) show in Chicago this month.

With the introduction of the Invigor8 energy drink line, Campbell's V8 beverage​ franchise enters the nearly $1 billion energy drink segment in the new age beverage category for the first time.

The new carbonated drink is to debut in two varieties - Energy Boost and Nutrition Boost - each of which is claimed to contain a blend of 100 per cent juice, with B3 (niacin), B6, B12 and antioxidant vitamins A and C with no added sugar.

Energy Boost contains caffeine and guarana mixed with strawberry and grapefruit flavour and the peach and pineapple flavoured Nutrition Boost provides vitamin E, calcium and potassium.

National distribution of Invigor8 - available in single serve cans and multi 4-packs - is scheduled to debut this January in the US and is to be supported by a fully integrated marketing campaign, likely to shake up competition for some of the smaller energy drink players.

Related topics: Markets

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