V8(R) 100% Vegetable Juice Celebrates 75 Years of Vegetable Nutrition

CAMDEN, N.J., Jan. 14 /PRNewswire/ -- Who knew V8(R) juice was ahead of its time when it was created 75 years ago! In 1933 an entrepreneur with a vision for vegetable nutrition created a unique, convenient and great-tasting way for people to drink their vegetables. Today, finding ways to get your veggies is more relevant than ever with 9 out of 10 U.S. adults not getting the recommended amount of vegetables and fruit each day(1).

While vegetables have always been an important part of a healthful diet, today a growing body of science links vegetable intake to many health benefits, including helping to reduce risk for heart disease, diabetes and even certain types of cancer. Some studies also suggest that the antioxidants in vegetables may have anti-aging effects.

As people lead more active lifestyles, V8 100% vegetable juice provides an easy way to get two servings of vegetables (one cup) in just one 8-ounce glass.

V8 Visionary

V8 juice was created in 1933 by W.G. Peacock, the founder of New England Product Company, which manufactured individual vegetable juices under the name "Vege-min." However, consumers didn't like the product taste, which was reflected in sales, so Peacock began blending the juices into one beverage -- and it became a hit! During a sales call, a grocer in Evanston, Ill. recommended that Peacock shorten the name from "Vege-min 8" to V8.

By 1938, Peacock couldn't keep up with demand on his own, as he was manufacturing the beverage by hand, so he sold the recipe to Louden Packing Company, which was then purchased by Standard Brands(2). Then in 1948, Campbell Soup Company purchased the V8 business/brand from Standard Brands. At the time of purchase, yearly sales of V8 juice were less than $5 million. Today, the V8 business is nearly a billion dollar brand(3).

75 Years of Tradition and Innovation

The V8 brand's commitment to innovation has led to the development of many new products that meet consumers' changing taste, health and lifestyle needs. "For 75 years, V8 juice has been helping people to live healthful, balanced lifestyles by providing convenient, vegetable nutrition," said Chris Foley, business director, beverages, Campbell Soup Company. "Our mission is to continue making it more enjoyable for people to get the vegetables they need."

The original V8 100% vegetable juice on shelves today includes the same eight vegetable juices it did in 1933: tomatoes, carrots, celery, beets, parsley, lettuce, watercress and spinach. In 2007, as part of Campbell's commitment to health and wellness, original V8 juice was reformulated to address one of today's most pressing health concerns -- heart disease. The sodium content in V8 juice was reduced by 19 percent, making it heart-healthy, and it displays the American Heart Association's heart-check mark.

Over the last 75 years, the product line-up has grown to include more than 20 varieties, from twists on the traditional "red juice" such as Low Sodium V8 and Spicy Hot V8, to unique fruit and vegetable juice blends. In fact, Campbell found many consumers wanted a convenient way to get more vegetables in their diet but preferred a "sweeter" taste, so its product innovation team worked to create a solution. In 2006, Campbell introduced V8 V-Fusion(R) juice -- which delivers vegetable nutrition that tastes like fruit and offers a full serving (half cup) of fruit and a full serving (half cup) of vegetables in every 8-ounce glass. Like the original juices, V8 V-Fusion is 100% juice and is available in several varieties including unique on-trend flavors such as new Acai Mixed Berry, Pomegranate Blueberry, Strawberry Banana and Peach Mango.

Cheers to Your Health!

The V8 brand has a historical commitment to nutrition and wellness that has continued to evolve with changing consumer needs and health priorities. Today the V8 brand is supporting education and awareness efforts for some of the nation's most important health issues, including heart disease, the number one killer of men and women in the U.S., and diabetes, one of the nation's fastest growing epidemics.

Its commitment is demonstrated through its important role in Campbell Soup Company's national sponsorship of the American Heart Association's Go Red For Women movement. In addition to offering several heart-healthy varieties, the V8 brand is part of a major marketing and education campaign designed to motivate people to take charge of their health and to raise more than $1.8 million for the cause. The V8 brand also has formed a partnership with the American Diabetes Association (ADA) to help generate increased awareness about the importance of diet and vegetable nutrition in the management and prevention of diabetes. The brand has also pledged a multi-year commitment of nearly $1 million to the ADA to support diabetes awareness and research.

Additionally, Campbell's Center for Nutrition & Wellness (CCNW) is supporting new research at leading universities to further explore the health benefits of V8 100% vegetable juice.

For more information, visit http://www.v8juice.com.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of high quality foods and simple meals, including soup, baked snacks, vegetable-based beverages, and premium chocolate products, with annual revenues in excess of $7.8 billion. Founded in 1869, the company has a portfolio of market-leading brands, including "Campbell's," "Pepperidge Farm," "Arnott's," "V8," and "Godiva." For more information on the company, visit Campbell's website at http://www.campbellsoupcompany.com.

(1) Casagrande SS, Wang Y, Anderson C, Gary TL. Have Americans Increased their Fruit and Vegetable Intake? The Trends Between 1988 and 2002. Am J Prev Med 2007; 32:257-63 (2) http://www.practicallyedible.com/edible.nsf/encyclopaedia! openframeset&frame=Right&Src=/edible.nsf/pages/v8juice!opendocument (Please copy and paste the entire URL into your browser) (3) Based on retail sales of V8 100% Vegetable Juice, V-Fusion and V8 Splash.