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

Monday, January 14, 2008 General News J E 4
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CAMDEN, N.J., Jan. 14 Who knew V8(R) juice was ahead ofits time when it was created 75 years ago! In 1933 an entrepreneur with avision for vegetable nutrition created a unique, convenient and great-tastingway for people to drink their vegetables. Today, finding ways to get yourveggies is more relevant than ever with 9 out of 10 U.S. adults not gettingthe 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 healthbenefits, including helping to reduce risk for heart disease, diabetes andeven certain types of cancer. Some studies also suggest that the antioxidantsin vegetables may have anti-aging effects.

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

V8 Visionary

V8 juice was created in 1933 by W.G. Peacock, the founder of New EnglandProduct Company, which manufactured individual vegetable juices under the name"Vege-min." However, consumers didn't like the product taste, which wasreflected 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 wasmanufacturing the beverage by hand, so he sold the recipe to Louden PackingCompany, which was then purchased by Standard Brands(2). Then in 1948,Campbell Soup Company purchased the V8 business/brand from Standard Brands. Atthe 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 ofmany new products that meet consumers' changing taste, health and lifestyleneeds. "For 75 years, V8 juice has been helping people to live healthful,balanced lifestyles by providing convenient, vegetable nutrition," said ChrisFoley, business director, beverages, Campbell Soup Company. "Our mission is tocontinue making it more enjoyable for people to get the vegetables they need."

The original V8 100% vegetable juice on shelves today includes the sameeight vegetable juices it did in 1933: tomatoes, carrots, celery, beets,parsley, lettuce, watercress and spinach. In 2007, as part of Campbell'scommitment to health and wellness, original V8 juice was reformulated toaddress one of today's most pressing health concerns -- heart disease. Thesodium 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 than20 varieties, from twists on the traditional "red juice" such as Low Sodium V8and Spicy Hot V8, to unique fruit and vegetable juice blends. In fact,Campbell found many consumers wanted a convenient way to get more vegetablesin their diet but preferred a "sweeter" taste, so its product innovation teamworked to create a solution. In 2006, Campbell introduced V8 V-Fusion(R) juice-- which delivers vegetable nutrition that tastes like fruit and offers a fullserving (half cup) of fruit and a full serving (half cup) of vegetables inevery 8-ounce glass. Like the original juices, V8 V-Fusion is 100% juice andis available in several varieties including unique on-trend flavors such asnew Acai Mixed Berry, Pomegranate Blueberry, Strawberry Banana and PeachMango.

Cheers to Your Health!

The V8 brand has a historical commitment to nutrition and wellness thathas continued to evolve with changing consumer needs and health priorities.Today the V8 brand is supporting education and awareness efforts for some o
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