CAMDEN, N.J. – Like so many manufacturers, Campbell Soup Company is orienting its product lines to appeal to the health-conscious sensibility of American consumers, who increasingly seek out healthy, natural and better-for-you products and bypass established brands in favor of new and innovative ones.

Recently, Campbell Soup Co. spoke extensively with BevNet, providing insight into the brand’s plans to stimulate sluggish sales, including an increase of its organic offerings, greater access to information about its ingredients and how its foods and beverages are made, and a continued expansion to grocery store perimeters, which are often a haven for fresh and refrigerated products.

Part of that plan is a new product line of V8 Infused Water, which leverages widespread brand recognition familiarity. The new line, which joins protein-packed drinks and those that emulate trendy super-premium juice blends, comes in three varieties: Cucumber Lime, Black Cherry Pomegranate and Mandarin Orange Ginger, each made with 25% juice and live up to the V8 name with the equivalent nutritional value of a full serving of vegetables. The line launched in May and is currently being test marketed in Target and Walgreens stores across the U.S. The beverages retail for $1.99 per 16 oz. bottle.

Explaining the rationale for the development of V8 Infused Water, Kelli McCusker, vice president of beverage at Campbell Soup Company, told BevNet that people “are looking for water that is simple and flavorful and not just straight water, but not confusing either.”

Packaged in clear plastic bottles, the waters each contain 35 calories and 6 grams of sugar, a by-product of the added juice. McCusker emphasized that these products are meant to “be really, really simple” and “use something that we have equity in as your vehicle to deliver the story, and that is vegetables.”

The initial rollout of V8 Infused Water follows the launch of V8 Vegetable and Fruit Juice Beverages, a line of health-focused drinks that, like the waters, pull from current trends and consumer demand for ingredients like kale and carrots. Unlike the water, the new juice blends have now had a successful national launch.