Loading tweets...
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
About Gama Compass
Take a more informed approach to product strategy, increase profitability and reduce costly mistakes with Gama Compass, Gama’s premium subscription service for the FMCG sector.
Developed with the industry’s leading names, Gama Compass offers powerful insights that allow you to unlock new opportunities and streamline your innovation pipeline.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 46 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
– ENDS –
