Pricey fruit and vegetable juices have become fashionable among those on a quest for fitness, and now V8 is trying to grab their attention.

Campbell Soup Co. is hoping it can spark a turnaround for the struggling beverage by hitching it to the popularity of new brands that mix in exotic ingredients like coconut water, kale and ginger.

V8's image has been suffering. Sales are down 16 percent in just the past two years, according to Euromonitor International, a market researcher. Part of the problem is that people are increasingly gravitating toward foods they feel are fresh. And V8 juices, which are shelf stable and typically sold in the center aisles of supermarkets, don't exactly convey freshness.

The company plans to introduce new flavors early next year that come with names reminiscent of the popular premium juices on the market: "Healthy Greens," "Golden Goodness" and "Purple Power."

- Associated Press