The latest innovation insight from Gama Compass
MANCHESTER – 10th September 2018: September’s Innovation Insight returns to the theme of functional vegetable ingredients with a look at the launch of a new sports drink that “harnesses the natural goodness” of on-trend sweet potato – V8 +Hydrate Isotonic Drink.
An extension to Campbell’s established V8 brand range of fruit and vegetable drinks, V8 +Hydrate, which is initially being rolled out in the US exclusively in online channels, imports fashionable sweet potato into the world of natural sports drinks. Featuring concentrated sweet potato juice as its primary ingredient and promising “superior hydration”, V8 +Hydrate is claimed to replenish fluids and nutrients in the body by blending sweet potato’s “naturally occurring” glucose and electrolytes with water.
As well as highlighting a growing overlap between categories such as sports drinks, fruit juice and bottled water – driven by demand for more natural sports drinks and more functional, “replenishing” mineral waters – V8 +Hydrate showcases sweet potato’s stellar rise within the food and drinks arena. As vegetables continue to push out grains and other traditional carbohydrates in established food categories, so too are they likely to gain ground in more creative non-alcoholic beverage launches, especially in line with demand for more subtle, sophisticated flavours and natural, functional benefits in the soft drinks space.
Image source: Campbell’s
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