Why Campbell is discontinuing V8 Protein

by Monica Watrous
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V8 Protein shakes, Campbell Soup Co.
V8 Protein Shakes contained protein from milk protein concentrate, soy protein isolate, pea protein isolate, whole grain brown rice protein concentrate and quinoa flour.

CAMDEN, N.J. — Campbell Soup Co. is discontinuing its V8 Protein line of shakes and bars a little over a year after the product range was launched.

Denise Morrison, Campbell
Denise Morrison, president and c.e.o. of Campbell Soup Co.

“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 chief executive officer of Camden-based Campbell Soup Co., during the company’s second-quarter earnings call on Feb. 25.

Campbell Soup first announced plans for the juice brand’s foray into the fast-growing adult on-the-go nutrition market in July 2014. V8 Protein was part of the company’s answer to a sluggish shelf-stable juice category and continued weakness in its U.S. Beverages business.

The products, which debuted that September, were made with such ingredients as carrot and sweet potato, using honey as a sweetener. V8 Protein Shakes contained 3  grams of fiber and 12 grams of protein from milk protein concentrate, soy protein isolate, pea protein isolate, whole grain brown rice protein concentrate and quinoa flour. Flavor varieties included chocolate, vanilla and chocolate raspberry.

V8 Protein bars, Campbell Soup Co.
V8 Protein Bars contained 5 grams of fiber and 10 grams of protein from soy.

V8 Protein Bars contained 5 grams of fiber and 10 grams of protein from soy. Flavor varieties included chocolate peanut butter, chocolate pomegranate and oatmeal raisin varieties.

“We saw strong consumer interest and distribution of V8 Protein Bars and Shakes in 2015,” Megan Haney, a spokesperson for Campbell Soup, told Food Business News.  “After a year in-market, we have decided to discontinue the product line and focus on our core V8 business and the expansion of V8 Blends and +Energy.”

The discontinuation of V8 Protein comes at a time when consumer demand for high-protein food and beverage products remains strong. Plant protein in particular is gaining traction among American consumers, according to a recent report from Packaged Facts, Rockville, Md., which said nearly one in four millennials (ages 25-39) are likely to seek such plant-based sources as soy or pea protein.

Gluten free Chex oatmeal, General Mills
General Mills said it discontinued Gluten-Free Chex Oatmeal due to weaker than expected customer demand.

Not all trend-driven product innovation leads to success, however. For Minneapolis-based General Mills, Inc., a recent product line developed to leverage the gluten-free trend proved less than profitable. The company this past September said it was halting production of its Gluten-Free Chex Oatmeal, which had debuted in 2014 in original, apple cinnamon and maple brown sugar flavors.

“We discontinued the product due to weaker than expected demand from consumers,” said Mike Siemienas, manager of brand media relations for General Mills. “We are always listening to our consumers to help guide where the brand goes next and just because gluten-free oatmeal didn’t work now, doesn’t mean it may not work in the future.”

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READER COMMENTS (36)

By Whitney 12/2/2017 5:21:31 PM
My coworker and I LOVED the shakes. I would always look for them and would buy every one on the shelf. Please bring them back.

By James Gilbert 9/23/2017 5:52:24 PM
PLEASE PLEASE PLEASE bring back the shakes and the bars there were great and filling!

By Paula D 7/25/2017 6:10:54 PM
I bought the pomegranate bars on a trial basis and love love love them my daughter also. They r a great pickme up snack or for breakfast on the go. Plz do not if u have not stopped production discontinue these delicious healthy bars.

By Christy 3/16/2017 5:13:02 PM
Please bring back the shakes! I have not found another shake like this out there. It's not gritty and the taste is fantastic while I still get the protein. I'm was doing something good floor myself and enjoying the taste. I bought as many as I could when the product was discontinued. Haven't found a protein drink yet I like as well.

By Connie Miller 1/21/2017 2:20:24 PM
Bring back the bars! They are amazing!!!!!!!!!!!!

By Molly Davis 10/29/2016 11:49:47 AM
I am very disappointed they discontinued the protein bars. My 6 year old loved them. It was a great snack in-between sport practice's.

By Helen Cook 10/25/2016 9:23:18 AM
Ny husband needs a lower sodium drink and the V8 protien met our needs, and it was chocolate too. The doctor said that we could not have found a better drink for him. Very disappointed that it is no longer available.

By dar samuelson 9/12/2016 5:06:46 PM
I loved that it did NOT have fructose corn syrup....Please re-think this decision

By marilyn marmarosh 8/30/2016 10:20:23 PM
I liked the protein shakes because they had low potassium, which I can not have, other shakes have a high percentage of potassium, sorry they are discontinued

By John 8/18/2016 9:27:08 AM
I'm with every person here; I loved this product line and have now exhausted any local supply. Please rethink this idea and maybe relaunch it. Thanks.

By lisa buchanan 8/9/2016 10:50:38 AM
HI, I just have to say that I loved these bars. I have 3 to 4 protein bars a day as being a bariatric patient they are a big part of my routine meals and snacks. I would buy several boxes at a time. Is there any stock pile that I can purchase from? I loved the pomegranted ones. Thank you Lisa

By Rita Roy 8/9/2016 3:20:03 AM
I am diabetic and always carried a bar in my purse, tgey would help bring blood sugar up and the protein helped stablize it. I wish you woukd give it one more chance, people need your products,

By Sharon Potter 8/3/2016 11:11:02 PM
I'm so disappointed that your v8 protein shakes have been discontinued. I'm a bariatric patient, and getting enough protein each day is vital. Yours is my favorite...good taste, not chalky. I'm not happy with other choices on the market....

By Karen Bitterman 8/1/2016 3:16:10 PM
Tried, and loved this product as did my sister whi is battling effects of chemo and will eat nothing and I begged her to try these ( I had purchased 10 Pks. of the chocolate), and she loved them. Now, we cannot get her any. It breaks my heart.

By Carol Thompson 8/1/2016 9:49:52 AM
My husband will not drink any other product. Do you have any cases for sale? He is disappointed. Everyone loves the chocolate protein drink

By Blenda Singletary 7/26/2016 12:18:38 PM
I love your bars, especially the chocolate peanut butter. I found some a few months ago and froze them to keep them fresh. What do I do now???? I loved the combination of protein and healthy ingredients...great on the go snack and easy breakfast. Please, bring the back...with better marketing!!!

By Linda Godfrey 7/24/2016 12:03:24 AM
Please bring them back, I have a bar every day, specifically chocolate pomegranate.

By Monique Thomas 7/23/2016 7:15:03 AM
Found the article after months of periodically trying to order the chocolate protein drink online. I previously purchased cases on Amazon. I'm disappointed to hear they have been discontinued. My kids and I really enjoyed this bevearage.

By Norma Parr 7/22/2016 2:36:03 PM
I am so disappointed that the chocolate protein shakes are discontinued! My grandson is autistic and has a food aversion, I finally got him to try your shake and he loved it . I was so happy as he eats no meat or veggies and your shake was providing him some of the proteins . I guess I'll be going back to the what to do now again ! Thank you !

By Pait 7/16/2016 11:49:42 AM
I am extremely disappointed these have been discontinued. I loved the chocolate. Finally found a protein shake that I liked drinking...EVERYTHING else has artificial sweeteners (which have a horrible aftertaste to me) or stevia (which tastes awful to me).

By Aruby 7/14/2016 10:06:04 PM
I loved these shakes. Absolutely disappointed they're being taken off the market. I drank one nearly every morning and if I had known about the bars, would have tried them too! These shakes were so much better tasting and kept me fuller longer than any others I've tried and as a busy mom, working on the road, I have tried a lot! Please bring them back and try shelving them in the section with all the other protein shake products, etc. My local Meijer always had slimfast, special K etc in with the vitamins by the pharmacy department but your shakes were always in the cereal aisle. That's where I got used to finding them but others wouldn't know they existed if heading towards the rest of the shakes!

By C. Kotzan 7/12/2016 1:07:18 PM
The bars were great for starting your day. Just the right amount of protein. I am not a body builder or an athlete, I am a 71 year old woman and need protein to start my day. I like others, when I found the bars I bought all of them. You should bring them back with marketing, such as sampling in stores, to support the product. The bars did not have such a high sodium level, as found in your other foods.

By Sidney S 6/24/2016 11:38:47 PM
I bought a box of choc. p'nut butter, they were all rancid. They should be off the market, selling old inventory.

By Mary 6/18/2016 1:41:04 PM
I agree with the comment below, I think the product was wonderful. The best choice out there for a variety of eating issues. I could rarely find them, and if I did I bought them out. More so the product was somewhat hidden, on the bottom shelf or somewhere not very visible. They are way better than Boost etc. The sugar was low. Could this have been a marketing issue, supply and demand????? A very sad thing to hear.

By Ruth 6/15/2016 2:47:23 PM
as a physician I am very disappointed that you have discontinued these protein drinks. I recommend them to my patients and carried some in my office for them. They had more protein and less sugar and additives for my sensitive patient clientele. Very unhappy not to find them anymore locally.

By Sharon 6/15/2016 10:40:38 AM
I love the vanilla shakes!!! They got me through a time when I couldn't eat due to having all my teeth pulled and I picked your shakes because of the wonderful ingredients. I still drink them and was wanting to buy more when I saw that you were discontinuing them. Please don't!!! I don't know of another shake like yours with the ingredients of vegetables and vegetable proteins Most other shakes have nothing but chemicals and sugar or sugar substitutes. Thank you for listening and I hope you reconsider.

By Powell 6/13/2016 4:50:21 PM
We are sad to see V8 protein leave the market. My 90 yr old Dad loved them. If you have any left somewhere, I would love to buy them!

By Marilyn Vukovich 6/9/2016 9:07:27 AM
I was afraid that the shakes were discontinued as everywhere I found them no longer had them in stock. I am really disappointed as I like this product over all others I had tried. My husband would only drink the V8 shake. It was an excellent product and i"m sorry that the market is so overrun with similar products , my view was that if it was a V8 product it had to be a good one because I trust the company name ,unfortunately the younger generation just go with the trending brand or follow their friends choices

By Dawn Murphy-Lewis 6/5/2016 11:32:08 PM
Well it would have been nice to leave them on the market long enough for people to find. I just came across them this spring and love the Choc Raspberry. I have been looking everywhere for it. It is the first protein drink I have found that I actually liked.

By Annie 6/1/2016 2:49:24 PM
The chocolate pomegranate bars were wonderful!! A little more pricey than I would have liked, but definitely the best tasting on the market :(

By CLAUDINE GONZALES 5/24/2016 1:33:02 PM
NO NO NO !!! You simply CANNOT discontinue the V8 PROTEIN BAR (especially the Chocolate Pomegranate! It's healthy, tasty, and wonderful. WHAT WILL WE DO NOW?

By Rick Robins 5/18/2016 9:53:14 PM
I bought these out in every store I found them in - but they never had more than 4 packs. If sales were slow, perhaps it was because not enough product was available where it was being purchased. The lower sodium level separated this product from many of its competitors.

By BJ Berlo 5/18/2016 10:41:12 AM
I only recently discovered V8 Protein Shake and decided to give it a try as a "milk" product in my iced coffee. I LOVE IT!!!! and now I find you're taking it off the market. I'm very disappointed. I figured this product was giving me much more nutrition than the 2% milk I was using previously.

By Terri glover 5/12/2016 8:52:40 PM
I am a flight attendant and had introduced numerous coworkers to your V8 chocolate protein drinks. In the summer I would freeze them as a treat when taking a break from yard work. My friends would call me as they were having trouble finding them.i always felt they needed to be located WITH the other V8 drinks. (Not everyone is looking for protein in the pharmacy are). The V8 name was hard to find with all the others. The 4 pack was small. If you could put it near the energy V8's it would sell like crazy. Everyone loves the chocolate the best. I did not care for the bars,but I really wish you would reconsider bringing the drinks back with the different marketing strategy . I have tried other protein drinks and the V 8 chocolate is by far the BEST. It just needs to be stocked with your other V8 energy drinks. PLEASE give this some thought. Thank you. Sincerely, Terri Glover

By E.A. Mangieri, M.D. 5/8/2016 1:18:44 PM
Plant based high quality protein is the best form of protein for humans. Milk based products containing whey and casein are a the major cause of inflammatory endothelial injury which is the precursor of atherosclerosis and it's devastating consequences. Eliminating trans-fats, partially hydrogenated fats and saturated animal fats and limiting sugars to prevent insulin spikes by using low glycemic index carbohydrates hence mitigating elevated triglycerides particularly in diabetics would concomitantly be a giant step forward to controlling obesity. Such products should be the goal of food industry. Goals which promote health and I believe such products would be easy to market. Of course this would be self defeating if a company is heavily invested in the dairy industry. That said, my seven year old daughter and I enjoyed the V8 Chocolate-Pomegranate Bars and she prefered them to other foods for her lunch. There is a great deal of truth and wisdom in the comment: "Food is Medicine". It is much less expensive and more convenient to avoid the serious and often catastrophic health consequences of the typical Western Diet. Unfortunately our government has the best politicians money can buy. When one analyzes the recommendations of the USDA Nutrition Council their guidance is replete with promoting the same self serving and pathogenetic diet since it's inception. Despite medical advances in illuminating the pathological impact of their recommendations particularly for for diabetics and others with vascular disease and malignant disease they remain as determined as the tobacco industry to deny the well documented material facts and arrogantly place profits of their constituents above the health consequences inflicted upon citizens who ignorantly follow their recommendations. I believe your company has the resources to begin producing and marketing affordable products which are health promoting and which may actually reverse the the atherogenesis, obesity, hypertension and diabetes instigated by the plethora marketed disease promoting foods and drinks. Thank you for your attention to this correspondence. EAMMD

By Jane Cooper 4/23/2016 7:16:51 PM
We loved those V8 shakes - especially the chocolate raspberry - sorry to see them go..... :-(