News Release

New study shows drinking your vegetables may be a solution to bridging the vegetable gap

Research suggests people who make vegetable juice part of a daily diet may be more likely to get recommended daily servings

Peer-Reviewed Publication

Weber Shandwick Worldwide

V8 100 Percent Vegetable Juice

image: A new study from the University of California-Davis shows that drinking vegetable juice, like V8, is an effective way to help people increase their vegetable intake and meet government recommendations. view more 

Credit: Campbell Soup Co.

CHICAGO, October 24, 2008 – Making vegetable juice a daily habit could be a small step that can lead to big changes in meeting daily vegetable recommendations, according to a new study being presented by researchers from the University of California-Davis this week at the American Dietetic Association annual conference1.

With seven out of 10 adults falling short of the daily recommended vegetable intake as put forth by the U.S. Dietary Guidelines, researchers studied whether drinking vegetable juice could be a simple behavior change to help boost the intake of this critical food group2. And it was.

The study looked at three groups of healthy men and women. All three groups received dietary counseling on ways to get more vegetables, but only two of the groups were instructed to consume at least one serving of vegetable juice, in the form of V8® 100% vegetable juice each day. Of those two groups, one drank one 8-ounce glass of vegetable juice every day and the other drank two 8-ounce glasses of vegetable juice every day as part of a balanced eating plan.

The study found that those who received dietary counseling and consumed vegetable juice were far more likely to meet the daily vegetable recommendations, about two and a half cups (five servings), than those who received counseling alone. Specifically, more than half of the participants who drank one serving of V8 100% vegetable juice met the recommendations, as did all of those who drank two 8-ounce glasses of V8 100% vegetable juice each day. Of those who did not drink any vegetable juice, less than a quarter got enough vegetables.

Researchers concluded that changing dietary behavior is much more effective when dietary advice is complemented with tangible, real, easy and convenient solutions.

"What we found in this study is that drinking vegetable juice seemed to address some of the key barriers to vegetable consumption such as convenience, portability and taste, so individuals were more likely to meet their daily recommendations," said Carl Keen, PhD, study author and distinguished Professor of Nutrition & Internal Medicine at University of California, Davis. "Furthermore, vegetable juice drinkers reported that they actually enjoyed drinking their vegetables, which is critical to adopting dietary practices for the long-term."

In fact, after six weeks of the study, vegetable drinkers reported they felt "more satisfied" with the ease of getting vegetables into their diet, and that V8 100% vegetable juice provided an important additional source of vitamins and minerals.

Experts Agree

A growing body of science indicates vegetables are important to promoting good health, including helping to reduce risk factors for heart disease, diabetes and achieving a healthy weight. According to Produce For Better Health, all forms count.

"The best type of vegetable is one that you will actually consume, so it's important to provide people with a variety of great tasting options and ways to include them in their diet," said Elizabeth Pivonka, PhD, RD, Produce for Better Health Foundation. "That's why we encourage people to explore all types of vegetables, such as 100% juice, fresh, frozen or canned, to get at least one serving of vegetables at each meal occasion throughout the day."


1 Vegetable Juice is an Effective and Acceptable Way to Meet DASH Vegetable Recommendations, Departments of Nutrition and Internal Medicine, University of California, Davis, One Shields Ave, Davis, CA 95616

2 V Casagrande SS, Wang Y, Anderson C, Gary TL. Have Americans Increased their Fruit and Vegetable Intake? The Trends Between 1988 and 2002. Am J Prev Med 2007; 32:257-63

V8: Delivering Authentic Vegetable Nutrition

For more than 75 years, the V8 brand has been committed to providing simple, innovative solutions to help consumers increase their daily vegetable intake. Today the portfolio of great-tasting, convenient products includes V8 100% vegetable juice and V8 V-Fusion® 100% juice, a blend of vegetables and fruit juices with a sweeter taste, which provides a full serving of vegetables and a full serving of fruit in every 8-ounce glass. This year the brand also introduced new Campbell's® V8® soups, which provide a full serving of vegetables in every bowl. For more information, visit

About the Study

This randomized controlled trial (RCT) lasted 12 weeks and enrolled 90 adults (66 women, 24 men), 40-65 years of age. This work was supported in part by resources provided by Campbell Soup Company, and by resources provided from the University of California- Davis Center for Health and Nutrition Research.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup, baked snacks, and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including Campbell's, Pepperidge Farm, Arnott's, and V8. For more information on the company, visit Campbell's website at

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