Born During the Depression, V8 Going Strong 90 Years Later

In 1933, the United States stumbled into the worst year of the Great Depression. A quarter of the population had no work, millions had no homes, and nearly everyone suffered from hunger. In coastal cities, children scoured the docks in hopes of finding rotten vegetables to eat. Some rural families survived by eating weeds. The purpose of a meal—often little more than liver loaf or an onion stuffed with peanut butter—was to fill one’s stomach; nutrition was a luxury. Since malnourished Americans lacked the energy even to get out of bed, nutrition was also an economic issue. School lunch programs understood that, as did the Roosevelt administration. And so did an entrepreneur named William Gilbert Peacock. In the pre-Depression years, Peacock’s New England Products Company had sold a range of vegetable juices under the trade name Vege-min. But the crisis conditions of 1933 convinced him that if he could formulate a mixed vegetable juice that could be nutritious, palatable and affordable, he’d achieve a dual end: a social good for the country and a revenue stream for himself. Peacock hired an R&D man named Frank Constable, who played with various combinations until he had a produce blend (tomato, spinach, watercress, parsley, lettuce, carrots, celery and beets) that tasted good enough to sell. Peacock and Constable called it Vege-min 8. A far-seeing grocer suggested shortening the name to just V8, which Campbell’s officially did after acquiring the brand in 1948. There aren’t many packaged food brands that live to see their 90th birthday, which V8 celebrates this year. But those that do nearly always master the task of holding onto the essentials of their brand, even as they evolve to suit contemporary tastes. In this regard, V8 is a textbook case. “V8 is the original plant-powered drink, and the idea of a satisfying blend of multiple vegetables made into a convenient drink continues to be relevant,” V8 senior director Melissa Mendoza told Adweek. Even so, she added, “V8 has adapted to changing consumer tastes and preferences to remain relevant.” For example, Campbell’s broadened V8’s flavor profile in 2011 with the introduction of its V-Fusion line that added half a serving of fruit, including apples and white grapes. It responded to the popularity of Red Bull and Monster with V8 +Energy, which served up flavors like peach mango and pomegranate along with a dose of caffeine. And when Americans began worrying about the link between dietary salt and hypertension, V8 rolled out a low-sodium formulation that dropped the 640 mg of sodium per 8-ounce glass down to 140 mg. But V8 still sells its original recipe, and its Great Depression tagline—“Eight juices in one drink”—could just as easily be used today. Another tradition that’s still alive and well: V8 as the base for a Bloody Mary. Just add a bottle to some vodka and ice, then hit it with lemon, pepper and Worcestershire sauce. Or better still, take advantage of yet another Campbell’s product innovation: V8 Bloody Mary Mix. His main squeeze V8 probably wouldn’t have caught on, had tomato juice (which is 89% of the formula) not been popular first. For that, we have Louis Perrin to thank. Perrin, a chef at Indiana’s French Lick Springs Hotel, found himself short on oranges one morning in 1917. Rather than explaining to guests that they’d have to do without juice during breakfast, Perrin just squeezed some tomatoes instead. The beverage went national very quickly, finding particular favor with women dining out. During Prohibition, the tomato juice cocktail (made with paprika, Tabasco sauce and clam juice) stood in for the real thing. And by the time V8 arrived in 1933, the American palate was well prepared. Boost juice One bit of V8 lore holds that the V8 name wasn’t about eight vegetables at all. V8’s corporate website for the U.K. claims that Constable credited the V-8 engine for the moniker. Whether he did or not, the association was at least a logical one. Henry Ford introduced his V-8 just two years before Constable debuted his juice, jacking the Ford coupe’s top speed to a dizzying 78 mph. (Little wonder that Bonnie and Clyde drove one.) Alas, the engine story is probably apocryphal, but it hasn’t hurt V8 juice any. Garden variety During the Great Depression, V8 was an affordable way to drink your vitamins (1), while its concentration of vegetables lent itself to lush advertising imagery (2). Positioned as smart alternative to soft drinks, the brand struck advertising gold in 1978 with the slogan, “Wow! I could've had a V8.” (3). Most recently, the V8 portfolio has grown to include energy drinks (4).

Perspective

Born During the Depression, V8 Is Going Strong 90 Years Later

The inspiration behind one of America's most enduring beverages

Robert Klara

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Robert Klara