Coke inks deal to distribute Campbell's beverages

by Eric Schroeder
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ATLANTA — The Coca-Cola Co. entered an agreement with Camden, N.J.-based Campbell Soup Co. under which Coca-Cola North America will have the master distribution rights for Campbell’s single-serve refrigerated immediate consumption beverages. The products include V8 100% vegetable juices, V8 V-Fusion juices, V8 Splash juice drinks and Campbell’s tomato juice in the United States and Canada.

Coca-Cola expects to begin distributing the products by September.

"Campbell products are a terrific addition to our portfolio," said Sandy Douglas, president of Coca-Cola North America. "This distribution agreement gives the Coca-Cola system some powerful brands that perfectly complement our own portfolio of fruit juices and juice drinks. This arrangement expands the Coca-Cola North America and C.C.E. (Coca-Cola Enterprise) relationship with Campbell that began with the launch of Godiva Belgian Blends last year."

Denise Morrison, president of Campbell USA, said the move represents an "ideal partnership for Campbell."

"The agreement supports two of our key business strategies: expanding our icon brands such as V8 and making our products more broadly available in new and existing markets," Ms. Morrison said. "We believe this agreement represents a significant growth opportunity for our single-serve refrigerated immediate consumption beverages, which currently comprise approximately 15% of our total beverage sales."

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