CAMDEN, N.J. -- Campbell Soup Co. has discontinued its V8 Protein beverage and snack-bar lines, saying it was difficult to make the year-old products stand out in a large and growing market.
“Our key learning was that these shakes and bars were not differentiated enough to succeed in a crowded and competitive space,” said Denise Morrison, president and CEO, during an earnings call with investors Feb. 25.
Campbell Soup Co. entered the protein-shake/bar world just more than a year ago, rolling out the shakes in three flavors with 12 grams of fat. The bars included 10 grams of protein.
The discontinuation comes just as Campbell puts more energy behind its V8 + Energy line of beverages, which combines fruit and vegetable juices with “natural energy from green tea.”
In the product gallery of CSP’s recent Convenience Retailing University conference, Campbell featured 12-ounce cans of the V8 + Energy “lightly carbonated” line in White Grape Raspberry, Orange Pineapple and Blackberry Cranberry flavors.
The company is also said to be focusing on its V8 Veggie Blends line, which come in 46-ounce grocery packaging.
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