NEW YORK (AP) — 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 brand by hitching it to the growing popularity of new brands that mix more exotic ingredients like coconut water, kale and ginger and tout their freshness. Whether the health and fitness crowd will swallow an older brand like V8 as part of their routines remains to be seen.