Who’s up for a steaming hot bowl of V8?
Last week, Cambell Soup announced it is rebranding its Cambell’s Select Gold soup line under its V8 brand. The Select Gold soup line never gained enough traction under the Cambell Soup brand as a restaurant quality soup brand. While I can understand Cambell Soup having trouble establishing a premium soup brand that is on the shelves next to their condensed soups we all grew up with, it will be interesting to see if the V8 brand will resonate.
V8 successfully stretched its brand from the niche vegetable juice category to the fruit juice market in 1997 with first year sales of over $100 million, but I don’t know if V8 soup is a natural progression. I don’t think V8 soup could be positioned in the same role of Select Gold as a premium line, but it might resonate as a healthy vegetable alternative. Hot V8 juice doesn’t sound appealing, so it will be interesting how they bring a cold beverage into a hot category.
Mike Cunningham
Chairman
Discussion Area - Leave a Comment